Bing Serves Up AOL Search Results in the New Year
The New Year ushers in a new Microsoft Bing-powered search experience for AOL users, months after the companies ink an ad deal.Last summer, nearly a week after Verizon announced it had completed the $4.4 billion acquisition of AOL, Microsoft said it had struck a deal with the online content network to power its AOL-branded search services, replacing Google. Now it's official. In a Jan. 4 announcement in the Bing Ads Blog, Rik van der Kooi, corporate vice president of Microsoft Search Advertising, said: "As of Jan. 1, Bing powers AOL's Web, mobile, and tablet search, providing paid search ads and algorithmic organic search results to AOL's properties worldwide." The move not only expands Bing's reach, but also that of online marketers that advertise on the platform. "All major Bing Ads ad products are enabled for AOL search traffic worldwide to provide marketers with additional high-quality volume and ways to reach their desired audience," added van der Kooi. Bing currently handles a fifth of all Web searches, he noted. In terms of U.S.-based searches, Bing accounts for nearly a third of all searches made on a PC and generates search results for third-place Yahoo and fifth-place AOL, he added. (Microsoft inked a similar deal with Yahoo in 2009.) "For marketers looking to drive connections for their brands with the right people at the right time, AOL's high-quality audience is a valuable addition to the Bing network," stated van der Kooi. "AOL has many established sites with unique, loyal users who generate several billion search queries each year and spend more online than the average Internet searcher."
AOL is home to several high-traffic Web properties, including The Huffington Post. "Partnering with Bing allows us to provide great search results and capabilities, across all screens, to our global audiences, as well as providing our brands valuable business insights and intelligence," Tim Lemmon, head of AOL Search, said in a statement.