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
RE: Reclaimer is wrong
3/5/2013 3:35:12 PM
I have caught Microsoft scanning my emails to deliver ads.
It does not take much to realize that you were not getting any "insert ad type here" ads until you started getting email from "insert ad type here" company.
The important facts are not that they scan my emails, it is how they do it (key word collections) and if they slam other for doing it. I do not know what process Microsoft uses to scan my emails, but I do know that they do it and they slam Google for doing it. Google, on the other hand, clearly indicates how they scan (key word collections). Do I care how many times the word "Cat" or "Android" shows up in my email?
So yes, facts are good, but some facts are more important then others, like the fact that Microsoft's new Outlook email service is different then their Hotmail service which would scan your emails, and the fact that Microsoft's new Outlook email service looks a lot like Gmail (color pallet).
Oh, and there is that pesky fact that a fact must be true to be a fact (by definition).
"We are going to continue to work with them to make sure they understand the reality of the Internet. A lot of these people don't have Ph.Ds, and they don't have a degree in computer science." -- RIM co-CEO Michael Lazaridis
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
Google plans ultra-fast wireless Internet for Research Triangle Park, N.C.
August 12, 2016, 6:30 AM
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
Most Popular Articles
5 Cases for iPhone 7 and 7 iPhone Plus
September 18, 2016, 10:08 AM
Laptop or Tablet - Which Do You Prefer?
September 20, 2016, 6:32 AM
Update: Samsung Exchange Program Now in Progress
September 20, 2016, 5:30 AM
Smartphone Screen Protectors – What To Look For
September 21, 2016, 9:33 AM
Walmart may get "Robot Shopping Carts?"
September 17, 2016, 6:01 AM
Latest Blog Posts
Who is in Risk of Getting Oral Cancer?
Sep 23, 2016, 6:02 AM
France Bans Plastic Eating Utensils in Restaurants
Sep 18, 2016, 10:49 AM
Progress Against Acute Myeloid Leukemia
Sep 17, 2016, 5:30 AM
Apple Watch Series 2 - Number 1 in the Customer Satisfaction.
Sep 7, 2016, 6:19 PM
First Self-Driving Car debut on the streets of Singapore
Aug 28, 2016, 4:10 PM
More Blog Posts
Copyright 2016 DailyTech LLC. -
Terms, Conditions & Privacy Information