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The future of search. Today.
Cedric Chambaz | EMEA Marketing Lead
Bing Ads
@CEDRICtus

Microsoft Confidential
Bing Ads: a global platform for a quality reach across 5 continents
Existing Markets
Europe

UK
France
Ireland
Spain
Italy...
Bing Ads: a global platform for a quality reach across 5 continents
Existing Markets
Europe

UK
France
Ireland
Spain
Italy...
“

Impressions have increased 44%. The click
rate jumped by 43% whilst the cost per click
dropped 46%.

”

Jana Fiaccola, ...
Marin Software Custom Study
Yahoo Bing Network grows clicks whilst maintaining low prices

The Eurozone
+88%
Clicks

Sampl...
Great traffic that advertisers want more of…
What is a search engine?

QUESTION
KEYWORD
INTENT
NEED

DESTINATION
CONTENT
ANSWER
ACTION
THE WEB
IS DEAD
Long live the internet
2 Billion day
Facebook updates per

350 photos per day
Million
Snapchat

400 Million
Tweets per day

5 Millionper day
Four...
Users

Rising Expectations

Devices

Constraints, Opportunities
Multi-Device
Experiences

Seamless
Connection to
the Cloud

Explosion of
Geo-Spatial Data
Evolving inputs

such as image search and voice search
create new scenarios...
Wearable devices

Open up a whole new world of opportunities.
Evolving outputs

Bringing Reality to New Levels…
Bing Integration Into Office

Enriching our productivity with seamless search capabilities.

1

Bing Finance
for Excel

2
...
Devices who can think
Learn and adapt, with machine-learning
technology and knowledge depositories.
- Delivering differentiated user experiences

100 million
copies

60 million
consoles
Microsoft Confidential

9.2% share E...
Windows 8.1 Smart Search
powered by Bing

Microsoft Confidential
Microsoft Confidential
Old Search Paradigm
a web of nouns

not social
purely browser-based
independent of place and time

about hyperlinks
focuse...
New Search Paradigm
A web of verbs and adjectives

collaborative; social adds relevance and meaning
pervasive with new int...
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)
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Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)

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“The web is dead, long live the internet!”. Wired’s provocative headline from 2010 has a significant impact in the search industry. Search imposed itself as our gateway to the web, but the rise of new consumer scenarios is driving profound changes in how publishers and advertisers need to approach the search paradigm. People search differently. They use new, interconnected devices. They formalise their intent differently. The blue links are thus being replaced by new, more engaging and relevant experiences aligned to these new models. During this presentation we will cover Microsoft’s vision of search and how it already materialised itself by making Bing a platform at the core of Microsoft vertical integration.

Published in: Marketing
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Bing: inspired by technology and consumer trends (IAB Netherlands – Friends of Search 2014)

  1. 1. The future of search. Today. Cedric Chambaz | EMEA Marketing Lead Bing Ads @CEDRICtus Microsoft Confidential
  2. 2. Bing Ads: a global platform for a quality reach across 5 continents Existing Markets Europe UK France Ireland Spain Italy Netherlands Norway Germany Austria Switzerland Finland Sweden Denmark Americas USA Canada Mexico Argentina Peru Colombia Venezuela Chili Brazil Asia India China* Indonesia Malaysia Philippines Singapore Thailand Vietnam Australia* New Zealand* Hong Kong Taiwan Buying Power Index (worldwide) Together, Yahoo Search and Bing deliver a competitive search offering that provides advertisers quality audiences through a new, enhanced global platform that enables stronger business results with less effort. * Bing Only Microsoft Confidential 1. The Yahoo Bing Network includes Microsoft and Yahoo! sites in Europe. comScore qSearch (custom), December 2013. 2. September 2013
  3. 3. Bing Ads: a global platform for a quality reach across 5 continents Existing Markets Europe UK France Ireland Spain Italy Netherlands Norway Germany Austria Switzerland Finland Sweden Denmark Americas USA Canada Mexico Argentina Peru Colombia Venezuela Chili Brazil Asia India China* Indonesia Malaysia Philippines Singapore Thailand Vietnam Australia* New Zealand* Hong Kong Taiwan Buying Power Index (worldwide) * Bing Only Microsoft Confidential 1. The Yahoo Bing Network includes Microsoft and Yahoo! sites in Europe. comScore qSearch (custom), December 2013. 2. September 2013
  4. 4. “ Impressions have increased 44%. The click rate jumped by 43% whilst the cost per click dropped 46%. ” Jana Fiaccola, QUISMA GmbH “ UK CPCs are 25% lower than Google’s. ROI is 8% higher than Google’s ” Adobe Media Optimizer custom research comparing YBN to Google, Dec 2012 Microsoft Confidential “ The easy handling enables account managers to invest more time in Bing Ads. Yahoo Bing Network is an important part of the advertiser mix to target users that don‘t use Google. Mirko Teichert, Blue Summit Media GmbH ”
  5. 5. Marin Software Custom Study Yahoo Bing Network grows clicks whilst maintaining low prices The Eurozone +88% Clicks Sample of the Marin Global Search Index, customers buying in EUR, Q2 2103 indexed vs. Q2 2012. All devices, partner Network excluded. Microsoft Confidential
  6. 6. Great traffic that advertisers want more of…
  7. 7. What is a search engine? QUESTION KEYWORD INTENT NEED DESTINATION CONTENT ANSWER ACTION
  8. 8. THE WEB IS DEAD Long live the internet
  9. 9. 2 Billion day Facebook updates per 350 photos per day Million Snapchat 400 Million Tweets per day 5 Millionper day Foursquare check-ins 300 photos per day Million Facebook
  10. 10. Users Rising Expectations Devices Constraints, Opportunities
  11. 11. Multi-Device Experiences Seamless Connection to the Cloud Explosion of Geo-Spatial Data
  12. 12. Evolving inputs such as image search and voice search create new scenarios...
  13. 13. Wearable devices Open up a whole new world of opportunities.
  14. 14. Evolving outputs Bringing Reality to New Levels…
  15. 15. Bing Integration Into Office Enriching our productivity with seamless search capabilities. 1 Bing Finance for Excel 2 Bing Maps for Excel 3 Bing Image Search for Word 4 Bing News Search for Word 5 Bing Dictionary for Word and Excel
  16. 16. Devices who can think Learn and adapt, with machine-learning technology and knowledge depositories.
  17. 17. - Delivering differentiated user experiences 100 million copies 60 million consoles Microsoft Confidential 9.2% share EU5 1 billion use Office 700 million registered users
  18. 18. Windows 8.1 Smart Search powered by Bing Microsoft Confidential
  19. 19. Microsoft Confidential
  20. 20. Old Search Paradigm a web of nouns not social purely browser-based independent of place and time about hyperlinks focused on surfacing links and information
  21. 21. New Search Paradigm A web of verbs and adjectives collaborative; social adds relevance and meaning pervasive with new interaction models situational; time, place and context matter about images, video and structured data focused on completing tasks.

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