« Bob Greenberg on campaigns vs. platforms |
| Latest Grand Prix winners: Fred & Farid (Print), AKQA, CumminsNitro, 'Dark Knight' (Cyber), McCann Hong Kong (Design) »
Steve Ballmer makes his pitch
By Brian Morrissey
Microsoft CEO Steve Ballmer came to Cannes with a message for advertisers: It's committed to the advertising space.
Ballmer outlined his vision of the future of advertising, running through familiar themes that media would become digital, advertising more targeted and content spread across many devices. Microsoft, which generates about $2 billion of its $60 billion of revenue from advertising (and is the sponsoring Adweek's Cannes coverage on this site this year), plans to play a major role in providing the tools to run campaigns, selling ads on its sites and others and building a credible alternative to Google in Internet search.
For all its advancement, the Internet ad industry is still immature, Ballmer said. "Once you get past the Google search site, you say, 'Is there a publisher making a lot of money with an advertising- or fee-based model?' The answer is no," he said. "We have to ask who will be creating the content."
Microsoft recently rolled out its latest attack on Google, a new search engine called Bing. Early traffic reports show that Bing's estimated $80-100 million ad campaign is getting many people to try the service, although Ballmer, in a Q&A following his presentation, said it was too early to judge it a success. Advertisers are rooting for Microsoft, he said, because the market could use more competition. "The buzz has been pretty good," he said. "I think a lot of people agree we're showing a different point of view."
As for the notion of acquiring Yahoo!, Ballmer stuck to his position that Microsoft isn't interested in swallowing the company whole but was interested in striking a search deal. Such an agreement would give Microsoft enough scale to offer advertisers a reason to place their bids in both ad systems. Meanwhile, Bing will push advancements beyond "10 blue links" to include natural language search and other features. "We think there's room for innovation left in that area," Ballmer said.
June 24, 2009 in Big Kahunas | Permalink
That is some great news. I hope they come out with something along the same lines as google adsense. I am really happy to see that steve and Microsoft are progressing in a positive direction with search.
Posted by: AnswerBlip.com | Jun 24, 2009 3:21:27 PM
Posted by: jen | Jun 24, 2009 5:34:40 PM
here's a video to congratulate steve ballmer
Posted by: walter1 | Jun 25, 2009 4:16:21 PM
dah...here's the link
Posted by: walter1 | Jun 25, 2009 4:17:07 PM
When AnyThing, AnyTime, AnyWhere (AAA)becomes a reality, when Content is freed from Infrastructure and anybody can deliver Content with a reasonable delivery fee, then, worrying about who delivers what message becomes moot, because audience identification will become discrete, even one-on-one.
The audience's response to an ad, the desire for Information, maybe even an Action,is based on the convergence of Need and Opportunity.
Without both, advertisers only speculate; at best they compete to deliver the consumer a better experience.
What about multiple venue competition; competing for eyes and ears through multiple Content sources, all on at the same time, all seeking, and maybe getting varying percentages of consumer's (limited) attention?
And what about B2B? Are we to leave over 20% of the marketplace without anybody who cares about them?
Will our ads be delivered only through B2B related sites?
"Where did you buy that AAA device, Ms. Jones, Best Buy, Microsoft, Comcast, Verizon?"
The Internet is still evolving into it's dreamed-of destination; AnyThing, AnyTime, AnyPlace.
Wherther it's Microsoft, Google, AT&T or The New York Times who comes up with the Plan, we'll still have to find the best way to get the "eyeballs."
Posted by: Mediaman | Jun 25, 2009 7:09:57 PM
To submit a comment, please click here.