MARKETING TV: Bing's a better product

Microsoft is pleased with the reaction to its new search engine Bing so far and is confident of it making a big impact following approval of its partnership with Yahoo.

Scott Howe, corporate VP of Microsoft Advertising, spoke with Marketing TV about Bing, Google's reaction to it and Microsoft's efforts to enable creativity through its software and ad tools. Bing launched in May.

"We think Bing is just a better product, for search. Search should be more than just 10 blue links," Howe said.

"What we're trying to get to is what a user intends to do when they create the search. They don't intend to spend the next 30 minutes of their like clicking through link after link to find the content that they want."

Howe also said Microsoft is pushing forward with investments on personalization and targeting.

"We believe in some respects that creativity has been inhibited by online and in essence, in the coming months, creativity is being freed. For too long in the online space people have been constrained by designing a piece of creative for a 468 banner. They don't need to do that anymore, because the creative can be so interactive and so rich, there's an explosion of riche media formats and video formats," Howe said.

Watch the video here or watch it on the front page of the site, or check out the Marketing TV channel on YouTube: MarketingMagGroup.

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