Axel Steinman

VP International Strategic Search Sales, Microsoft Search Advertising

Bing and the Intelligent Future of Search at #DMEXCO2016

Next week the Bing Ads team will be joining their peers who are shaping the evolution of the digital marketing industry in Cologne at  DMEXCO (14-15th of September).  We are excited to be bringing the latest in search marketing to the show and importantly, Microsoft’s vision for the intelligent future of search. 



Search is a critical ingredient in the marketing mix.  The intelligence Bing delivers and insights it harnesses from across an ever growing audience with the Bing Network today powers over 10% of PC searches in Germany, over 20% in the UK and nearly one third in the US. Bing draws insights not only from the web but also from app and device usage across a broad array of owned and partner platforms and services meaning that marketers are able to better inform their campaign strategy at the outset as well as increasing the amplification engagement opportunities once live. 


Find Bing Ads in Halle 7 (Stand A-049)

What’s exciting for those of you who will be attending dmexco is that we will be showcasing today’s offerings for marketers with demos including Cortana voice search and examples of customer campaigns on the booth.  You can come and find us in Halle 7 (Stand A-049) to talk to our team and enjoy refreshments, take part in our cup quiz with a chance to win prizes…  just look for the teal Bing logo!

And importantly, we will be taking a look at the future. Not only will the intelligent power of search increase but the way we as people interact with search technology will change.  Voice search, AI, bots and machine learning at Microsoft all use Bing technology.  Our vision for this new realm of communication between technology and people is what Microsoft refers to as Conversations as a Platform.  We’ll be having a ‘conversation’ about that at dmexco tooJ

Crystal Ball: The Intelligent Future of Search – September 15, Debate Hall at 10:40 AM

Rik van der Kooi, Corporate Vice President, Microsoft Advertising Sales

Hosted by Townsend Feehan, CEO IAB Europe

The devices and technology used to access search are evolving with unprecedented speed with mobile tech, search is embedded in an array of technology including voice-search assistants and there are new ways machine-based learning, AI and bots can analyse data.  Consumer engagement with brands will reach the next evolution, with deep-linking and intelligent agents being integrated into apps and products.  In this session Rik van der Kooi will discuss the trends currently affecting the direction of search and the changes we anticipate in the imminent future.

Also speaking from Microsoft, is Armand Sullot, Transformation Lead of Germany who will be looking at the way technology, including the Surface Hub and Hololens, can be used to ‘Transform Ideas to Reality’.  His session takes place on 15 Sept at 4.30pm in the Experience Hall.

If you are onsite, don’t miss the chance to attend these sessions in person.  If you are following #dmexco2016 from afar, please check in here on the Bing Ads Blog for insights on the day as well as follow @BingAds and #Bingsidedmexco on Twitter.

It’s going to be a lot of fun and I really look forward to the discussions with our partners, customers and the players of the industry at large.  See you there!



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#BingThere with Microsoft at #CannesLions 2016

Two weeks from now the world’s most creative minds and most avant garde digital marketers will gather on the Croisette for the Cannes Lions Festival of Creativity. Microsoft is looking forward to being an integral part of the conversations that define the future of digital advertising, with a particular focus on intelligence and data.


Every business is now a technology business with digital capabilities accelerating faster than ever before. Digital marketing is no exception - empowering brands to make real connections with people with the right message at the right time.

Search is a critical component of the marketing mix and this year Microsoft will be in Cannes to share its unique approach to search advertising, building a future that will affect every marketer.

Geared towards discovery, Bing is the intelligent fabric that permeates platforms, services and products - offering not only valuable connections to people throughout their everyday, but also deep insights around consumer intent and interest for marketers.

At Cannes we will be showcasing the depth of these insights with daily updates across our social channels. As it is the week of many European football matches, stay tuned for some 'Bing Bites' football themed insights!

In the past year, Microsoft has evolved its advertising offering; partnering with the industry and focusing on our core strengths. Display advertising has transitioned to a partner-led sales and service model with Aol running sales and tech in nine markets and AppNexus broadly running the remaining 52 markets, while we at Microsoft drive strong publisher innovation. 

Today Bing isn’t just a search box confined to a web page. Bing is heralding a new chapter in personal computing. We believe this creates better and more competitive opportunities for marketers and business decision makers. Bing is powering the apps, sites and devices people use every day, from Yahoo to AOL, Apple to Amazon, and Windows 10 to Cortana. 

The Bing Network today represents nearly one third of US Search market share, nearly 20% in UK and over 10% in five other markets.

In the future, Bing’s intelligence will power the evolution of machine learning and AI giving rise to intelligence that is personal, predictive and augmenting human capabilities in exciting new ways. These intuitively human interactions with technology are what we refer to as Conversations as a Platform. This space of personal interaction between people and technology is one for marketers to watch – and discuss with us.

At Cannes, and beyond, Microsoft is committed to the importance of data driven marketing and creativity, showcasing the depth of audience understanding that can more effectively deliver advertising, emotionally connecting brands with diverse audiences.

We look forward to either seeing you there or keeping in touch on our blog or social media channels: Twitter at @BingAds and Instagram at @BingAds.  #BingThere.


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