Microsoft Pulls the Plug on "Scroogled" Ads
March 4, 2013 1:20 PM
comment(s) - last by
Angry outburst against frienemy was met with much criticism
Microsoft Corp. (
) and Google Inc. (
) have an interesting relationship. On the one hand Microsoft languishes with small market shares
in the search
, dreaming of being Google. It's actively
over smartphone patents, and has
milked billions in licensing settlements
from Android phonemakers. It's also
pushed for tough antitrust actions
against Google. On the other hand, Google still relies on Microsoft Windows for much of its ad revenue, an awkward relationship.
The frienemy's relationship devolved somewhat when Microsoft launched a nasty attack on its search rival
accusing Google of "Scroogling" customers
. The ads take issue with Google's scanning of Gmail emails for behavioral marketing, and also tactics involved with Google Shopping.
But this week Microsoft Senior Online Services Director Stefan Weitz
public radio and TV station KQED that the ad campaign "is about finished". The
and catchphrase will remain active, but the print, web, and television ads will die off.
The online services executive revealed that Microsoft hatched the campaign after a
Roper Center for Public Opinion Research
University of Connecticut
) revealed that people were unaware of the extent of Google's online behavioral monitoring including "reading" (anonymously) emails in Gmail.
He effectively admits, though, that the campaign did not have a major impact, commenting that using Google search is "a habit... it's like smoking. It's hard to get folks to stop doing it."
Here's a few of Microsoft's "Scroogled" ads:
Some of our readers responded positively to the campaign. Echoing Mr. Weitz's comments
This campaign is not going to convince me to stop using gmail but I do hope it convinces google to stop scanning my emails. I do consider this an invasion of privacy even if I use adblock and never see the ads.
Others were quite upset at Microsoft.
Microsoft is grasping at straws here in this pathetic attempt. Bing is hemorrhaging money to the tune of $1+ billion a year, and they have NO answer to Google's services.
I use a Gmail account and I'm hard pressed to see how my privacy is at stake. I never get spam mails, Gmail has one of the best spam filters I've ever seen. And I never have targeted adds shoved down my throat.
As usual they collect ANONYMOUS data that helps them make add revenue, so we can all enjoy their services free. I think that's a pretty good deal if you ask me.
Also Microsoft is being dishonest in the extreme. They do the exact same thing with their free Hotmail service! It's morally wrong to be this hypocritical in order to smear a competitor.
Ultimately extremely negative advertising campaigns -- including Scroogle can be effective (see "
Get a Mac
"), but also have the tendency to backfire. A
discusses some recent consumer market attack ads and their relative successes.
This article is over a month old, voting and posting comments is disabled
The bigger issue
3/5/2013 1:40:55 PM
is why Microsoft can't come up with decent names. "Scroogled". Really? No wonder I've never heard of this before. Did the marketing wizards who came up with "zune" work on this one?
Here's a better one: "g'ogled"
"You can bet that Sony built a long-term business plan about being successful in Japan and that business plan is crumbling." -- Peter Moore, 24 hours before his Microsoft resignation
Bill Gates Describes Microsoft's Early Smartphone Efforts as "Clearly a Mistake"
February 18, 2013, 3:10 PM
Microsoft Bing Slipped to Fifth Place in the Global Search Market at the End of 2012
February 8, 2013, 8:28 AM
Microsoft Attacks Gmail with "Scroogled" Campaign
February 7, 2013, 11:08 AM
FTC Fires Back at Microsoft, et al. Regarding Google Antitrust Ruling
January 14, 2013, 1:24 PM
Google v. Microsoft Lawsuits Wrap Up Under Cloak of Secrecy
November 21, 2012, 4:24 PM
Twitter Senior VP: "Diversity is Important, But We Can’t Lower the Bar"
November 9, 2015, 9:59 AM
CNN Resorts to Internet Censorship to Promote Clinton Over Senator Sanders
October 15, 2015, 2:47 PM
Breaking Bad: How to Crash Google's Chrome Browser With Just 8 Characters
September 23, 2015, 11:08 AM
Quick Note: Amazon UK Offers £10 Back on Any Order £50 or Over
August 3, 2015, 12:05 PM
Editorial: Reddit Allows Itself to be Hijacked as a Hate Platform For Racist Bigots
July 21, 2015, 6:32 PM
Mozilla and Facebook to Adobe: It's Time to Kill Flash
July 20, 2015, 6:30 PM
Most Popular Articles
Free Windows 10 offer ends July 29th, 2016: 10 Reasons to Upgrade Immediately
July 22, 2016, 9:19 PM
Smart Security Cameras: 5 Good Choices For Any Budget
July 25, 2016, 7:13 PM
2017 Porsche Panamera: I’ll Take Three of These.
July 24, 2016, 6:44 PM
Top 5 Smart Watches
July 21, 2016, 11:48 PM
5 Excellent Cable Modems: Buy Your Own and Avoid Rental Fees
July 28, 2016, 8:44 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2016 DailyTech LLC. -
Terms, Conditions & Privacy Information