Microsoft started the Scroogled campaign against Google back in November. Since then, Microsoft has focused on various issues like Gmail scanning user’s mail content for ad delivery, Gmail spamming its own users, privacy issues in Chrome, etc. Many of us are not a big fan of these kind of competitor bashing ads, but the ads are really working! According to a report by Ace Metrix, more than 53% of campaign viewers mention Google in their responses to the ads said they would look at Bing in a new light or at least seek more information.
“For Microsoft it’s a win,” said Jonathan Symonds, exec VP-marketing at Ace Metrix, an ad-effectiveness research firm. In Ace’s evaluation, more than 53% of campaign viewers mention Google in their responses to the ads said they would look at Bing in a new light or at least seek more information. With Bing trailing Google search more than 50 percentage points at the start of the campaign, Mr. Symonds said just getting people to consider Bing over Google was a victory for Microsoft. “Microsoft will happily accept these outcomes.”
Gary Getto, president of another ad-effectiveness measurement company, Advertising Benchmark Index, expressed a similar sentiment. “They have certainly raised the level of awareness of Google’s activities based on the call-to-action metrics,” said Mr. Getto. “People are going to talk to each other and visit the website to discuss the issue.”
Once viewers do hit Scroogled.com, data collected for Microsoft by Answers Research show a 45% favorability gap in favor of Google contracting to just 5%. Data collected by Answers up until this summer also show the likelihood of someone recommending Google to a friend drop by 10%, as opposed to a 7% increase for Bing, after watching the ad.
Microsoft is indeed happy with the outcome of the marketing. They said, The “Scroogled’ campaign is having a huge impact as consumers learn the stark difference between what Google says and what Google does.”
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Our previous coverage on Scroogled campaign from Microsoft: