REDMOND, Washington: Microsoft, the IT giant, is expected to relaunch its search engine later this year, and will spend between $80 million (€59.5m; £54.4m) and $100m in marketing support for the new portal, as part of its latest effort to challenge Google's hold on the search market.
As previously reported, the new version of the company's Live Search service – which is predicted to be called Kumo – is currently undergoing trials, and is expected to be made live later this year.
AdAge suggests that JWT is in line to produce online, TV, print and radio ads for the revamped search engine, with a budget that could equate to over 20% of Microsoft's total measured media outlay in 2008, which reached $361m, according to TNS.
Figures from comScore, the online measurement firm, show that Live Search's share of the US search market was 8.2% in February 2009, compared with Yahoo's 20.6% and the 63.3% enjoyed by Google.
Microsoft's previous initiatives to boost the number of users visiting Live Search have included offering "cashback" when consumers searched for information on the web using the portal.
Data sourced from AdAge.com; additional content by WARC staff