By Ginny Marvin
At a Bing Ads Next event in Redmond, Washington yesterday, Microsoft executives outlined the roadmap ahead for Bing and Bing Ads, which powers paid search advertising on both Bing and Yahoo.
In discussing the evolution of Bing and the way Micosoft is thinking about search, Rik van der Kooi, Corporate VP, Advertiser and Publisher Solutions Group, said “You will see us evolve Bing more and more as we understand people more completely, and it is not always going to be with a SERP, but it is going to be ubiquitous.”
Examples of this ubiquity include integrations across Microsoft products including Office, Xbox and Microsoft’s digital assistant, Cortana.
On Cortana, van der Kooi said, search is moving from being reactive to proactive. Noting Gmail’s new Inbox app’s integration with Google Now, van der Kooi acknowledged, “We aren’t alone in that quest. . . . But we think we have some tremendous assets — not just speech recognition, but touch points across work and private life. We think with Cortana we have a tremendous runway ahead of us.”
When I asked Stefan Weitz, Director of Search for Bing, about the limitations of Cortana being tied to Windows phones, he made it clear that Microsoft is not thinking of it that way — that Cortana capabilities are and will continue to evolve into other products and platforms.
Weitz told the group, “We think of Bing less and less as a destination portal. We’re trying to put search where users are.” The question they are asking is “How do we create search capabilities to allow users to use any modality they want.”
And, this is Bing’s roadmap for growing market share: “All the places where people go today, we want to be. Ask how we’re going to grow market share, this is how. Bing is not a destination — …read more