Mi9 launches Bing Ads

BingadsMi9 has today launched Bing Ads in Australia and New Zealand in a move aimed at helping the joint venture between Microsoft and Nine Entertainment better compete with Google.

The launch of Bing Ads means that paid search is now fully part of Mi9’s offering in the Australia market, a move the company hope will grow its market share.

“Bing is very much the challenger search brand in Australia, so we’re excited to be able to work with Microsoft to bring this advertising platform to market. Competition is necessary in any industry to keep it healthy,” said Steve Geelan, national sales director, Microsoft Media Network & Bing at Mi9. 

Bing Ads are Microsoft’s direct competitor to Google Adwords, a self service ad delivered next to relevant searches.

Geelan said the new product offering would allow Mi9 to better offer access to an engaged and quality audience of more than 2.8m consumers.

Mi9 has been working with Microsoft the past six months to establish the new Bing platform which it hopes will help it grow in Australia.

“Bing Ads has already been launched in 20+ markets worldwide and the feedback on the user experience has been overwhelmingly positive. We are focused on innovating and developing search in Australia and New Zealand and look forward to this next chapter of growth,” said Geelan.

Yahoo!’s Australian joint venture partner Yahoo!7 had also been expected to be involved in Bing Ads given its parent company’s involvement overseas but is not taking part in the Australian launch.

“We’re certainly aware of the Bing launch and are working through what that means for us,” said a Yahoo!7 spokeswoman.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.