DRTV Media Buyer

Peter Koeppel
Peter Koeppel is the President and Founder of Koeppel Direct, a leader in (DRTV) direct response television, online, print and radio media buying, marketing and campaign management.

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Monday, October 19, 2009
Microsoft’s Advertising Goes on the Offensive

After a series of successful ads directed at Apple products, Microsoft is turning its attention to another huge competitor – Google. Their new search engine, Bing, is aiming to cut into Google's status as top dog of the internet world.

With its expensive - $80-$100 million – campaign, Microsoft is not holding back. A usual product campaign, by comparison, costs somewhere in the ballpark of $50 million. Consider that Google only spent about $25 million on all of its advertising last year, and you start to see why this new campaign might be causing a few furrowed brows over at Google headquarters.

Google has never experienced a direct confrontation ad campaign on this level before, and it'll be interesting to see just how much money can buy in advertising, even against a giant that seemingly can't be toppled.

The campaign is based on the simple premise that search engines aren't as good as they could be, and that users will be readily able to see the difference between Bing and the current search-engine favorite, Google.com.

For our part, we imagine Google won't be really worried until Bing gets added to the dictionary as a search-engine-related verb.

Posted at 07:59 pm by Peter Koeppel

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