Massive ads set to take over Windows' Bing app

New "hero ads" within the Windows Bing app will dominate your entire screen. So far, however, they're confined to Windows 8.1.

Unwary users searching for Hertz, Jaguar, or Radio Shack while using the latest version of Windows may be in for a shock: the appearance of ads that can take over nearly your entire screen.

So far, the large ads are only accessible via the "smart search" within Windows 8.1. Typing "baseball," for example, on the Windows Start page launches the Bing app, where images of baseballs are intermixed with the official Major League Baseball site, the relevant Wikipedia article, and relevant videos.

Type in "hertz," however, and a customized "hero ad" will nearly fill your screen, offering links for Gold Plus rewards members, online rservations, and special offers, as well as links to actually reserve a rental car. And if you happened to be searching for hertz, the international unit of frequency, you'll have to scroll horizontally to the third result on the right. It's a marked change from the old Bing app, where eight separate results are visible on the first page, and the Web, where Bing's results are organized vertically.

Microsoft began introducing ads into Bing smart searches this past summer, when smaller ads began appearing next to search results. Meanwhile, Windows 8.1 began introducing hero-sized index pages of its own, so that searches for "Prince" or "Lady Gaga," for example, returned pages with biographical information and links to songs.

Searches for generic terms like "baseball" still seem safe, but beware wandering on the Web in search of brands.

"The goal of Hero ads is to enable searchers to quickly find the most relevant information and complete the most popular tasks for the brand they are specifically searching for via a beautiful visual and interactive experience created in partnership with our brand partners," wrote Stephen Sirich, the general manager of Microsoft's Online Division at Microsoft, in a blog post.

Similar ads have been created for Land Rover, Jaguar, Home Depot, Norwegian Cruise Line, Radio Shack, Hertz, Volkswagen, and a "few additional popular brands," Sirich added. "We will continue to solicit feedback from both users and marketers during this pilot and will use those learnings to create an experience that works best for advertisers and Windows 8.1 users."

Microsoft's online business has consistently lost money, so the new ads will probably fill the hole where traditional banner advertising or other display ads would appear. But if more and more advertisers sign on, you'll likely wade through a number of similar splash screens before ending up on actual search results.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in