What Are They?
What Do They Mean?
MediaCom\u2019s Views
What Do Bing & Wolfram Alpha Mean
For Advertisers?

Bing is Microsoft\u2019s answer to Google\u2019s enviable search empire. Much in the vein of Wolfram Alpha, it claims to better solve user queries as opposed to just displaying most relevant items as picked up by Google.

Microsoft are clearly expecting big things from it as they\u2019ve already signed off $100 million for a cross
platform ad campaign (designed by JWT) to push Bing out to the masses. Interestingly, the ad
campaign is said to focus not on main competitors Google or Yahoo\u2019s shortfalls, but more on getting
users to reshape the way they use search engines. Much of this is down to Microsoft\u2019s own research
which shows that 42% of searches need refining of parameters and 25% of clicks are actually the
back button.

Along with the usual search results on Bing, tabs containing extra contextual information is also displayed, e.g. searching for a musician will also display search tabs for their songs, lyrics and albums.

At the moment, Bing\u2019s EU market share is still relatively low and users are mainly searching for brand
terms. So far Bing has mainly forwarded traffic onto entertainment and shopping sites. It\u2019s also
interesting to note that the one place where Bing is beating Google is in the \u201cSearch Englines\u201d
category. This is probably evidence of new Bing users comparing their results with Google results.