“The web is dead, long live the internet!”. Wired’s provocative headline from 2010 has a significant impact in the search industry. Search imposed itself as our gateway to the web, but the rise of new consumer scenarios is driving profound changes in how publishers and advertisers need to approach the search paradigm. People search differently. They use new, interconnected devices. They formalise their intent differently. The blue links are thus being replaced by new, more engaging and relevant experiences aligned to these new models. During this presentation we will cover Microsoft’s vision of search and how it already materialised itself by making Bing a platform at the core of Microsoft vertical integration.

1. The future of search. Today.
Cedric Chambaz | EMEA Marketing Lead
Bing Ads
@CEDRICtus
Microsoft Confidential

2. Bing Ads: a global platform for a quality reach across 5 continents
Existing Markets
Europe
UK
France
Ireland
Spain
Italy
Netherlands
Norway
Germany
Austria
Switzerland
Finland
Sweden
Denmark
Americas
USA
Canada
Mexico
Argentina
Peru
Colombia
Venezuela
Chili
Brazil
Asia
India
China*
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Australia*
New Zealand*
Hong Kong
Taiwan
Buying Power Index
(worldwide)
Together, Yahoo Search and Bing deliver
a competitive search offering
that provides advertisers quality audiences
through a new, enhanced global platform
that enables stronger business results with less effort.
* Bing Only
Microsoft Confidential
1. The Yahoo Bing Network includes Microsoft and Yahoo! sites in Europe. comScore qSearch (custom), December 2013. 2. September 2013

3. Bing Ads: a global platform for a quality reach across 5 continents
Existing Markets
Europe
UK
France
Ireland
Spain
Italy
Netherlands
Norway
Germany
Austria
Switzerland
Finland
Sweden
Denmark
Americas
USA
Canada
Mexico
Argentina
Peru
Colombia
Venezuela
Chili
Brazil
Asia
India
China*
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Australia*
New Zealand*
Hong Kong
Taiwan
Buying Power Index
(worldwide)
* Bing Only
Microsoft Confidential
1. The Yahoo Bing Network includes Microsoft and Yahoo! sites in Europe. comScore qSearch (custom), December 2013. 2. September 2013

4. “
Impressions have increased 44%. The click
rate jumped by 43% whilst the cost per click
dropped 46%.
”
Jana Fiaccola, QUISMA GmbH
“
UK CPCs are 25% lower than Google’s. ROI is 8%
higher than Google’s
”
Adobe Media Optimizer custom research comparing YBN to
Google, Dec 2012
Microsoft Confidential
“
The easy handling enables account managers to
invest more time in Bing Ads. Yahoo Bing
Network is an important part of the advertiser
mix to target users that don‘t use Google.
Mirko Teichert, Blue Summit Media GmbH
”

5. Marin Software Custom Study
Yahoo Bing Network grows clicks whilst maintaining low prices
The Eurozone
+88%
Clicks
Sample of the Marin Global Search Index, customers buying in EUR, Q2 2103 indexed vs. Q2
2012. All devices, partner Network excluded.
Microsoft Confidential

6. Great traffic that advertisers want more of…

7. What is a search engine?
QUESTION
KEYWORD
INTENT
NEED
DESTINATION
CONTENT
ANSWER
ACTION

8. THE WEB
IS DEAD
Long live the internet

9. 2 Billion day
Facebook updates per
350 photos per day
Million
Snapchat
400 Million
Tweets per day
5 Millionper day
Foursquare check-ins
300 photos per day
Million
Facebook

10. Users
Rising Expectations
Devices
Constraints, Opportunities

11. Multi-Device
Experiences
Seamless
Connection to
the Cloud
Explosion of
Geo-Spatial Data

13. Evolving inputs
such as image search and voice search
create new scenarios...

16. Wearable devices
Open up a whole new world of opportunities.

17. Evolving outputs
Bringing Reality to New Levels…

18. Bing Integration Into Office
Enriching our productivity with seamless search capabilities.
1
Bing Finance
for Excel
2
Bing Maps
for Excel
3
Bing Image Search
for Word
4
Bing News Search
for Word
5
Bing Dictionary
for Word and Excel

20. Devices who can think
Learn and adapt, with machine-learning
technology and knowledge depositories.

21. - Delivering differentiated user experiences
100 million
copies
60 million
consoles
Microsoft Confidential
9.2% share EU5
1 billion use
Office
700 million
registered users

24. Windows 8.1 Smart Search
powered by Bing
Microsoft Confidential

25. Microsoft Confidential

26. Old Search Paradigm
a web of nouns
not social
purely browser-based
independent of place and time
about hyperlinks
focused on surfacing links and information

27. New Search Paradigm
A web of verbs and adjectives
collaborative; social adds relevance and meaning
pervasive with new interaction models
situational; time, place and context matter
about images, video and structured data
focused on completing tasks.