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Microsoft backs 'Bing' with big ad push

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Microsoft is reportedly spending $80m to $100m on a new ad campaign for its search engine, which is set to launch next month under the moniker “Bing.”

According to Advertising Age, the software giant has thrown a heap of cash at print, web, TV and outdoor ads in a bid to get people to “Bing it” rather than “Google it” for searches online.

Microsoft has been internally testing its search engine for sometime under the name Kumo, however, AdAge is claiming that the company will re-launch its unwieldy Live Search brand as Bing. It added that advertising agency JWT will be handling the campaign.

The moniker has been touted for a few months now, ever since Microsoft registered the Bing domain and pointed it at several of the firm’s web servers.

Redmond, however, is remaining quiet about its search engine, which is expected to re-launch in June. Ahead of that details could be revealed at D: All Things Digital shindig in California later this week, where boss Steve Ballmer will be speaking. ®

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