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Scroogled ad campaign works; 53% of viewers have new feelings toward Bing

Posted: , by Alan F.

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Scroogled ad campaign works; 53% of viewers have new feelings toward Bing
Since last November, Microsoft's Scroogled ad campaign against Google has highlighted some actions that are not exactly consumer friendly, according to the guys in Redmond. We're talking things like mixing paid ads with search results, leaving ads in Gmail accounts, and other actions. The original idea behind the campaign was to get people to switch to Bing for their everyday search needs. Did the campaign work? According to Ace Metrix, whose job it is to determine such things, the Scroogled ads have done their job.

A survey of viewers has found that more than 53% of those who mentioned Google in their response to the ad said that they would look at Bing in a new light, or get more information on the search engine. Ace Metrix's executive VP of marketing, Jonathan Symonds, said that with Bing trailing Google by more than 50 percentage points when the Scroogled campaign began, just getting the 53% to consider Bing was a major victory for Microsoft.

Still, the mean-spirited ads are less effective than other ads run by Microsoft that mostly compare Bing and Google, according to Ace Metrix. Microsoft is using the Scroogled ads to try to win over more hard-core Google users while running the comparison spots to attract those who have no favorite among the search engines. The negative ads might win over Google users, but at what cost to Microsoft? According to Ravi Dhar, a professor of marketing at Yale, negative political ads end up hurting the approval ratings of both sides in the long run. For now though, Microsoft has created a new verb and has helped Bing gain notoriety at Google's expense.

source: AdAge  via MicrosoftNews, WMPoweruser

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posted on 16 Oct 2013, 10:30 16

1. VLaRueC (Posts: 133; Member since: 18 Dec 2012)


Bing!

posted on 16 Oct 2013, 10:54 7

5. akki20892 (Posts: 3661; Member since: 04 Feb 2013)


Yahoo!

posted on 16 Oct 2013, 11:02 25

7. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


Google!

posted on 16 Oct 2013, 11:19 1

12. joonyboy (Posts: 41; Member since: 11 Nov 2010)


Startpage!

posted on 16 Oct 2013, 11:29 14

13. SuperAndroidEvo (Posts: 4438; Member since: 15 Apr 2011)


Yeah Google also because I root & I install ad blockers. I never EVER have issues with ads. lol

+1

posted on 16 Oct 2013, 12:23 9

20. PapaSmurf (Posts: 8925; Member since: 14 May 2012)


AdAway is a must for a rooted device.

+1

posted on 16 Oct 2013, 12:42 2

24. Shatter (Posts: 2032; Member since: 29 May 2013)


Yup, I have adaway on all my android devices.

posted on 16 Oct 2013, 11:32 20

14. Reality_Check (Posts: 277; Member since: 15 Aug 2013)


Sorry, but in my opinion the "scroogled" campaign reeks of desperation and frankly it turns me off of MS' products :S

posted on 16 Oct 2013, 13:27 4

31. joey_sfb (Posts: 3305; Member since: 29 Mar 2012)


I don't trust Microsoft, please read the link and see whether your games are affected by their decision to shut down Games for Windows Live.

http://www.incgamers.com/2013/08/games-for-windows-live-service-to-end-in-july-2014-many-games-affected

posted on 16 Oct 2013, 11:49 11

18. Kurai (unregistered)


google it > bing it

posted on 16 Oct 2013, 10:34 12

2. bucky (Posts: 1580; Member since: 30 Sep 2009)


Bing is not bad at all.

I use chrome and google mostly but I'm growing tired of giving soo much information to google on all fronts.

posted on 16 Oct 2013, 11:09 10

9. _Bone_ (Posts: 2140; Member since: 29 Oct 2012)


If it comforts you, every interested party knows everything about you whether you use Google or not. Welcome to 21th century. If I had a time machine, I'd go back to 1998, Banana Phone!!!!

posted on 16 Oct 2013, 11:47 4

16. ady_lad (Posts: 75; Member since: 17 Jul 2013)


Yeah, i think Bing is nearly as good as Google. I hate being targeted with advertising, it's obvious they use your searches and your information to target you with advertising. I think that is really anoying and gone too far. But Google are earning loads of money on it.

posted on 16 Oct 2013, 13:07 1

27. bucky (Posts: 1580; Member since: 30 Sep 2009)


The Adblock and no tracking apps make me stay with chrome.

posted on 16 Oct 2013, 14:31 1

33. ady_lad (Posts: 75; Member since: 17 Jul 2013)


I use Firefox with Adblock, but even if you don't see the Advertising it doesn't mean your data is not being used for that purpose.

posted on 17 Oct 2013, 20:00 1

41. 8logic (Posts: 131; Member since: 05 Mar 2012)


and what is wrong with advertising to you stuff you might want? its better than random junk, thats for sure. plus look at the bright side of advertising, by simply telling them what you like, you get all the free google services, tha MS would really much like to charge you. And think about the 3rd world, because of advertisement, the poor is also granted with free goodle services. without the ad, you want want to pay of them and the poor can't afford them; so, you are really helping the poor.

posted on 16 Oct 2013, 13:08 2

28. rd_nest (Posts: 825; Member since: 06 Jun 2010)


Well, at my place, even ghost towns have more information than Bing. They don't have any information on local places and business. it's better you go without bing in many places (specially with 3rd world countries). Google has much better coverage.

posted on 16 Oct 2013, 10:35

3. Knightmare64 (Posts: 29; Member since: 11 Sep 2013)


Only reason some people use it is to get the FREE items they offer if you search, gift card, points etc

posted on 16 Oct 2013, 12:25 5

22. PapaSmurf (Posts: 8925; Member since: 14 May 2012)


Lol yeah I only used Bing to earn Amazon gift cards and Microsoft Points for XBL.

Never leaving Google though.

posted on 16 Oct 2013, 10:36 5

4. snowgator (Posts: 3306; Member since: 19 Jan 2011)


Sure negative ads end up in the long run hurting the perceptions of politicians, but we end up reelecting them to the tune of 75% of the time anyways.

I am a Bing user, but I hate the mean spirited Scroogled campaign. I am fine with promoting the advantages of your services, but do it with humor. It leaves a better lasting impression, in my humble unimportant opinion.

posted on 16 Oct 2013, 10:56 1

6. protozeloz (Posts: 5381; Member since: 16 Sep 2010)


I personally think doing ads about a policy that's similar to yours could hurt latter down the road

posted on 16 Oct 2013, 11:02

8. FadyNabil (Posts: 37; Member since: 10 May 2013)


"negative political ads end up hurting the approval ratings of both sides in the long run. For now though, Microsoft has created a new verb and has helped Bing gain notoriety at Google's expense."

Microsoft doesn't care about bing, bing is just a way to eat google income from search engine, so that google stop android to minimize spending.
this is a good plan actually.

posted on 16 Oct 2013, 11:13 1

10. Googler (Posts: 813; Member since: 10 Jun 2013)


The "Bing it on" ads were good but the Scroogled ones show more desperation than anything. When I look at Scroogled, W8, and Office 365, I'm more and more turning away from MS these days. For almost three decades I've been a MS user and fan but just can't agree with what Balmer is doing with the company and the directions they are taking.

posted on 16 Oct 2013, 11:16 6

11. wicpromd (Posts: 266; Member since: 20 Aug 2013)


MS ,no matter how hard you try
Bing sucks more than Steve Ballmer :D
Google rocks

posted on 16 Oct 2013, 11:36 6

15. Sniggly (Posts: 7183; Member since: 05 Dec 2009)


Scroogled is right up there with Droidrage in its levels of asinine misinformation and bile. It's sad to see people getting fooled by Microsoft. But whatevs. Once they realize Microsoft is full of crap they'll drop them.

posted on 16 Oct 2013, 11:49 4

17. ady_lad (Posts: 75; Member since: 17 Jul 2013)


Well, one thing i know...Bing and Google are very similar...in many cases, doing a search on both engines will give you similar results, maybe aranged in a different order. I use them both, i prefer Google when searching for articles for Uni, but on searching for porn Bing is miles better :)).

posted on 16 Oct 2013, 17:02

36. adk199 (Posts: 23; Member since: 04 Oct 2012)


I tried bing a few times and i really didn't like it. Results for my searches were pretty useless. On a scale from 1-100 with 100 best i'd give bing 5 and google 85. A few months back i was looking for a (not yet available) song and i'd give bing 100 and google 5. Illegal music download was mostly blocked by google but bing was a free shop in my little research that day. I can imagine it's the same with illegal porn etc even if i haven't bothered test :-)

posted on 16 Oct 2013, 12:14 1

19. T00muchF00D (Posts: 98; Member since: 27 Nov 2011)


Bing all day

posted on 16 Oct 2013, 12:25

21. kabukijoe (Posts: 67; Member since: 06 Mar 2010)


AskJeeves needs to make a comeback haha

posted on 16 Oct 2013, 15:34

35. SugarShockFrantic (Posts: 73; Member since: 05 Jul 2012)


that thing only worked some of the time

posted on 16 Oct 2013, 12:30

23. lpratas (Posts: 106; Member since: 09 Nov 2011)


The Microsoft of me doesn't take nothing in this field. Losers!

posted on 16 Oct 2013, 12:48

25. roldefol (Posts: 3184; Member since: 28 Jan 2011)


The Scroogled campaign ads are so amateurish with their flashing screens that until recently I thought they were a hack job and thus not to be taken seriously. They're right up there with the "Fire Bush/Obama?!?!? YES/NO" flashing ads I saw around election time. They reek of spambait.

posted on 16 Oct 2013, 13:05 3

26. Stuntman (Posts: 788; Member since: 01 Aug 2011)


Waze uses Bing by default. I've had so much difficulty finding places with Bing. I'm so glad Waze has the Google option now. Google provides much better search results.

posted on 16 Oct 2013, 13:14 2

29. SugarShockFrantic (Posts: 73; Member since: 05 Jul 2012)


BUMP THAT!!! GOOGLE FOREVER!!!!!

posted on 16 Oct 2013, 13:26 1

30. andynaija (Posts: 485; Member since: 08 Sep 2012)


I'm a Google user but I like Bing because of those really great pics on their front page.

posted on 17 Oct 2013, 20:02 1

42. 8logic (Posts: 131; Member since: 05 Mar 2012)


so, its cause of eye candy? nice............

posted on 16 Oct 2013, 14:31

32. MartyK (Posts: 727; Member since: 11 Apr 2012)


Wow, guess I got so use to them , that I don't see the ads...hahahah

I guess I start to pay some attention to them so they can get their money worth...hahaha

posted on 16 Oct 2013, 15:08

34. LikeMyself (Posts: 302; Member since: 23 Sep 2013)


So what?
Giving my information to some ad people doesn't hurt or affect me in any way except that I don't have to spend few dollars for every app I want coz they are free with ads.
But it must also be noted that I rarely do online shopping. So I can even give you the color of eyes. What will you do with it, my personal info, sell it. So what?
Am I going to get killed or bankrupt??
And yes, I always switch off mobile data and WiFi when playing a game. So no ads for me! AdFree also helps with some apps!

posted on 16 Oct 2013, 20:37

37. julz17ronald (Posts: 45; Member since: 26 Apr 2013)


I use Bing everyday as my search engine and it's getting better. I agree Google search has much better results but the ads are almost everywhere which is annoying.

posted on 16 Oct 2013, 22:13

38. bugsbunny00 (Posts: 1259; Member since: 07 Jun 2013)


google world wide..all the way!

posted on 16 Oct 2013, 22:39 2

39. roscuthiii (Posts: 1873; Member since: 18 Jul 2010)


Come on PA/Alan F... At least do a little research on your articles.

Ace Metrix? The same Ace Metrix whose parent company is WPP plc?
http://en.wikipedia.org/wiki/WPP_plc

The same WPP plc that partnered with Micorsoft Advertising in 2012?
http://www.zacks.com/stock/news/76025/WPP-Plc-Partners-With-Microsoft

Just google it.

posted on 17 Oct 2013, 10:06

40. justsayit (Posts: 244; Member since: 09 May 2013)


bing is better
faster than google and no ads

posted on 17 Oct 2013, 20:08

43. 8logic (Posts: 131; Member since: 05 Mar 2012)


what wrong with them knowing what you like? all theyll do is send you stuff that interest you. its better than random junk, thats for sure.

plus look at the bright side of advertising, by simply telling them what you like, you get all the free google services, that MS would really much like to charge you.

wanna help the poor? think about the 3rd world, because of advertisement 1st world nations, the poor in 3rd words is also granted with the suit of free google services. you think M$ will give Office away? hell no, but google is!

without the ad, you want want to pay of them and the poor can't afford them; so, you are really helping the world ;)

posted on 20 Oct 2013, 07:04

44. Neutral (Posts: 30; Member since: 19 Oct 2013)


Like Bing but been using google since...forever, so i think i'm sticking with it
But I think m$ are too greedy

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