Scroogled ad campaign works; 53% of viewers have new feelings toward Bing
posted by Alan F. / Oct 16, 2013, 10:24 AM
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
This story is part of:Microsoft's 'Scroogled' campaign (11 updates)
27 November Scroogled! Microsoft hits Google below the belt again Yesterday we showed you the latest ad for the Surface 2, one of Microsoft's latest tablets, which bashed the Apple iPad for lacking several useful key features. Apparently, the Redmond giant's strategy to make cheap shots about the competition is not at all over yet...
21 November Microsoft selling real anti-Google ‘Scroogled’ tees and mugs Microsoft has long started an anti-Google smear marketing campaign with the ‘Scroogled’ motto, but now it takes it to another level by actually launching a store where…
Now reading16 October 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 not considered customer friendly. The original idea behind the campaign was to get people to switch to Bing for their everyday search needs...
10 August Microsoft once again goes on the offensive against getting Scroogled Microsoft has launched its most recent attack against getting Scroogled. No, this has nothing to do with that filthy rich billionaire Duck from Disney lore who jumps into all of his money that he collects inside a vault. That's Scrooge McDuck and besides, the origin of the Scrooge name goes back to author Charles Dickens...
10 April Microsoft keeps Scroogled fire burning: new ad criticizes Google Play store privacy Microsoft is on a roll with the Scroogled ads. After it launched its anti-Google ad campaign bashing the search company for going through your emails to place relevant ads...
Posts: 189; Member since: Dec 18, 2012
posted on Oct 16, 2013, 10:30 AM 16
Posts: 3902; Member since: Feb 04, 2013
posted on Oct 16, 2013, 10:54 AM 7
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
posted on Oct 16, 2013, 11:32 AM 20
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/
posted on Oct 16, 2013, 1:27 PM 4
Posts: 3771; 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.
posted on Oct 16, 2013, 10:34 AM 12
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.
posted on Oct 16, 2013, 11:47 AM 4
Posts: 153; 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.
posted on Oct 17, 2013, 8:00 PM 1
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.
posted on Oct 16, 2013, 1:08 PM 2
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
posted on Oct 16, 2013, 10:35 AM 0
Posts: 3614; 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.
posted on Oct 16, 2013, 10:36 AM 5
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.
posted on Oct 16, 2013, 11:02 AM 0
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.
posted on Oct 16, 2013, 11:13 AM 1
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.
posted on Oct 16, 2013, 11:36 AM 6
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 :)).
posted on Oct 16, 2013, 11:49 AM 4
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 :-)
posted on Oct 16, 2013, 5:02 PM 0
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