Microsoft’s first Bing ad is set debuted Wednesday. Can the software giant convince America to switch over to its search engine from Google?
They hope so. And their strategy is this: Microsoft is inventing a new malady for which its new Web search site, Bing, is the only cure.
In the first Bing ad Microsoft unveils "search overload" syndrome — the state of confusion brought on by search results that don't answer a user's question.
"It's time to Bing," the narrator concludes.
Next week, Microsoft will launch four more ads – however none of them show off any of the search engine's new features.
Microsoft is saving those details for an online campaign, which will include a two-hour stretch in which every ad on The New York Times' Web site is for Bing.
Microsoft is also paying to have Bing mentioned on Bravo's "The Rachel Zoe Project," a reality show about the celebrity stylist, and a new NBC series called "The Philanthropist," which will start in the fall.
To be sure, it's not clear any amount of advertising can help Microsoft win a bigger slice of searches. Don't forget Mr Softy's last search engine, called LiveSearch, was hardly a competitor. It launched four years ago to such little fanfare that many Web surfers still don't know where to find it.
What’s the trade?
Bing looks cool but in terms of the back end, I have no idea, says Guy Adami.
It seems to me Bing provides Microsoft with much more relevant search, adds Pete Najarian. But I’m not sure their interest in partnering with Yahoo! is over.
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Trader disclosure: On June 3rd, 2009, the following stocks and commodities mentioned or intended to be mentioned on CNBC’s Fast Money were owned by the Fast Money traders; Adami Owns (AGU), (C), (GS), (INTC), (MSFT), (NUE), (BTU); Seymour Owns (TTM), (AAPL), (BAC), (BBY), (FCX), (EEM), (PBR), (NOK), (MGM); Seymour Is Short (VALE); Seymour's Firm Is Short (VALE); Grasso Owns (V), (AMZN), (WMT), (RIMM); Grasso's Clients Own (ARO), (V), (OXY), (PBR), (WMT), (RIMM), (ARO); Najarian Owns (CELG); Najarian Owns (AMAT) Calls; Najarian Owns (BX) Calls; Najarian Owns (FCX) Call Spread; Najarian Owns (INTC) Call Spread; Najarian Owns (MOS); Najarian Owns (WNR) Calls; Najarian Owns (XHB) Call Spread