Mi9 takes on mighty Google with Bing Ads

By AdNews | 25 July 2013
Bing campaign by Moon Communications.

Mi9 has launched Bing Ads as it attemps to take on Google.

Google has dominated search advertising for years. Mi9 is well aware of that fact, but remains undeterred. "It's a must-buy" for advertisers, the company claimed.

In a statement Mi9 said the launch of Bing Ads in Australia and New Zealand will provide a “competitive and credible search advertising alternative to the local market”.

Google's position in Australia is one of the most dominant in the world. The search engine boasts a whopping 92.86% market share as of June 2013, compared to Bing's 4.71% share, according to Stat Counter Global Stats. Mi9 places Bing's share at 4.4%.

The launch of Bing Ads will provide advertisers with access to around 2.8 million unique Bing users and 5.5 million local Bing users in total, said Mi9.

Mi9's national sales director for Microsoft Media Network and Bing, Steve Geelan, said: “Bing Ads is a must-buy for Australian advertisers, assisting them to reach a high quality and highly engaged audience. Bing is very much the challenger search brand in Australia, so we’re excited to be able to work with Microsoft to bring this advertising platform to market. Competition is necessary in any industry to keep it healthy.

“It’s hard to argue with the stats. When you combine the unique audience opportunity with Bing Ads’ innovative platform and ongoing service enhancements, we have the ability to deliver increased visibility and insights that help brands better connect with consumers.”

Mi9 is a joint venture between Microsoft – which owns Bing globally – and Nine Entertainment Co.

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