Report: Microsoft planning big ad push for search

Advertising Age says that the software maker has hired a new ad firm and may spend up to $100 million on ads for its revamped search engine.

Microsoft reportedly plans to spend up to $100 million in an ad push aimed at trying to reposition the company's search efforts.

According to a report in Advertising Age, the company is likely to tap ad giant JWT for the campaign. Microsoft declined to comment on the report.

Having failed to strike a search deal with Yahoo, Microsoft has been working to revamp its own search efforts.

Microsoft has been testing changes to its search under the Kumo brand but still won't say for sure if that's what it will go with.

The software maker clearly needs something. Its share of the search market not only badly trails both Google and Yahoo, but it has been headed in the wrong direction over the past year, losing ground against its bigger rivals.

CEO Steve Ballmer has continued to use public speeches and interviews to mention that Microsoft would be open to a search deal with Yahoo, but Yahoo CEO Carol Bartz has appeared less than eager to strike such an arrangement.

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