Microsoft has launched a three month TV advertising campaign in an effort to make ground on Google in the UK search market.
Starting this week, the campaign will attempt to increase Bing's market share from the three per cent it currently holds.
In comparison, roughly 90 per cent of the UK search market is controlled by Google's rival engine.
Ashley Highfield, vice president of consumer and online at Microsoft UK, is well aware of the scale of the task confronting his organisation.
Speaking to the Guardian, he described the effort as a David and Goliath encounter, though he is confident that the advertising campaign, created by JWT, will have positive results.
"The ad campaign brings to life the concept of Bing as a decision engine, a tool that both cuts through the information overload and offers a new search experience. We're confident that this will help grow our user base," he said.
Using the tagline 'Bing and Decide', the campaign features people suffering from "information overload", and, as such, positions Bing as the search engine which delivers the more accurate, effective and streamlined search results.
Bing has already run an advertising campaign in the US.
