Microsoft today revealed the new Bing Hero Ads for Windows 8.1 Smart Search experience. These new Hero ads are a very visual ad unit that will appear when an user does a Windows 8.1 Bing Smart Search.
Hero Ads are very visual ad formats and essentially the ads look to be like a landing page, rather than an advertisement by Bing.
The goal of the new Hero ads is to combine user intent, branding and task completion for consumers. From an advertiser perspective, it enables advertisers to get all the most important and relevant information before consumers, with plenty of call to action.
For example, when you search for Land Rover(refer image above), there will be a large high resolution photo of one of their vehicles – the “All New Range Rover Sport” in this example, gives consumers plenty of choices of what to click, all with pretty significant calls to action. This Bing Hero Ads are running as a limited pilot with multiple big brands, also including Walt Disney World, Jaguar, Home Depot, Norwegian Cruise Line, and Radio Shack. Microsoft is planning to open this to other brands soon.
Source: Search Engine Watch