While everyone constantly complains about the negative ad campaigns used in presidential and other political campaigns, they continue to dominate the airwaves for one simple reason. Negative ads work! It seems Microsoft has learned this lesson, and has begun running negative ad campaigns against Google such as their ‘Scroogled’ campaign, and the ‘Bing-it-on’ advertisements. According to a recent Ace Metrix, an ad-effectiveness research firm, these ads are working.
Ace Metrix’s evaluation found that over 53% of the viewers of these campaigns who mention Google, say that they would look at Bing again, or at least seek more information. This is extremely significant for Microsoft, since they have been lagging far behind Google in terms of the popularity of their search engine. Whether good or bad, it will also most likely mean that there will be more negative ads from Microsoft, and possibly other tech firms, coming in the future.
Advertising Benchmark Index, another ad-effectiveness management firm, has also commented in how effective the Microsoft campaigns have been. In a statement from Gary Getto, president of ABI, he said, “They have certainly raised the level of awareness of Google’s activities based on the call-to-action metrics, people are going to talk to each other and visit the website to discuss the issue.” He was talking specifically about the scroogled campaign, and the accompanying website, Scroogled.com.
The Microsoft ad campaigns have proven that attack ads can be effective in the consumer tech field, so other marketers may want to give it a try as well. Negative ads are only really effective when there is just one or two major competitors, so it won’t work for every product or service. For things like search engines, social networks, SmartPhones and similar things, however, it could be extremely effective.
The man behind the negative attack ads by Microsoft has a lot of experience in this area. Mark Penn, is a former adviser to the Clintons, and has had a successful career in political marketing.
What do you think of negative advertising entering the consumer tech industry? Could this type of advertising be used effectively in other ways as well, or is it something honest marketers should avoid? Please share your opinions in the comments below.
