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

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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44 Comments

1. VLaRueC

Posts: 189; Member since: Dec 18, 2012

Bing!

5. akki20892

Posts: 3902; Member since: Feb 04, 2013

Yahoo!

7. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Google!

12. joonyboy

Posts: 43; Member since: Nov 11, 2010

Startpage!

13. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

Yeah Google also because I root & I install ad blockers. I never EVER have issues with ads. lol +1

20. PapaSmurf

Posts: 10457; Member since: May 14, 2012

AdAway is a must for a rooted device. +1

24. Shatter

Posts: 2036; Member since: May 29, 2013

Yup, I have adaway on all my android devices.

14. Reality_Check

Posts: 277; Member since: Aug 15, 2013

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

31. joey_sfb

Posts: 6794; Member since: Mar 29, 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

18. Kurai unregistered

google it > bing it

2. bucky

Posts: 3790; Member since: Sep 30, 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.

9. _Bone_

Posts: 2155; Member since: Oct 29, 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!!!!

16. ady_lad

Posts: 83; Member since: Jul 17, 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.

27. bucky

Posts: 3790; Member since: Sep 30, 2009

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

33. ady_lad

Posts: 83; Member since: Jul 17, 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.

41. 8logic

Posts: 154; Member since: Mar 05, 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.

28. rd_nest

Posts: 1656; Member since: Jun 06, 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.

3. Knightmare64

Posts: 29; Member since: Sep 11, 2013

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

22. PapaSmurf

Posts: 10457; Member since: May 14, 2012

Lol yeah I only used Bing to earn Amazon gift cards and Microsoft Points for XBL. Never leaving Google though.

4. snowgator

Posts: 3621; Member since: Jan 19, 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.

6. protozeloz

Posts: 5396; Member since: Sep 16, 2010

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

8. FadyNabil

Posts: 39; Member since: May 10, 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.

10. Googler

Posts: 813; Member since: Jun 10, 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.

11. wicpromd

Posts: 266; Member since: Aug 20, 2013

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

15. Sniggly

Posts: 7305; Member since: Dec 05, 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.

17. ady_lad

Posts: 83; Member since: Jul 17, 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 :)).

36. adk199

Posts: 23; Member since: Oct 04, 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 :-)

19. T00muchF00D

Posts: 98; Member since: Nov 27, 2011

Bing all day

21. kabukijoe

Posts: 102; Member since: Mar 06, 2010

AskJeeves needs to make a comeback haha

35. SugarShockFrantic

Posts: 73; Member since: Jul 05, 2012

that thing only worked some of the time

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