Microsoft Drops At Least $80 Million To Market Bing….. Wow!

Advertising Age is running a story that pegs the total value of Microsoft’s Bing marketing efforts to be at least $80 Million:

The software giant is set to launch an $80 million to $100 million campaign for Bing, the search engine it hopes will help it grab a bigger slice of the online ad market. That’s a big campaign — big compared with consumer-product launches ($50 million is considered a sizable budget for a national rollout) and very big when you consider that Google spent about $25 million on all its advertising last year, according to TNS Media Intelligence, with about $11.6 million of that focused on recruiting. Microsoft, by comparison, spent $361 million. Certainly Google has never faced an ad assault of anything like this magnitude.

JWT has been tapped for the push, which will include online, TV, print and radio. Another sign of the campaign’s size: At a time when most agencies are laying people off, JWT added creatives on the Microsoft business last week.

That kind of cash will get Bing lots of attention. Will it be enough to convince people to switch from Google? I don’t know, but we’re about to find out.

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