Ads For Your Business

OUR MISSION:

Empowerevery person andevery organizationon the planetto achieve more

Bing Network. Be there.

What we all know search to be…

Type here...ALL RESULTS 1–10 of 600,000,000 results

AUDIENCE BUYINGUnderstand them

as a person and not just as a keyword

ACTIONSExperiences that make it easy to

take action

FEEDS AND

AUTOMATIONRely on automated

technology

DIGITAL ASSISTANTS

AND PREDICTIONSIntelligently predict what

they want next

GLOBAL

AND MOBILEAlways available

and with youSearch advertising is changing

CONNECTS YOU TO

TECHNOLOGY PEOPLE INFORMATION KNOWLEDGE

Bing is a part of the every day

A partner for the industry

DEVICE INTEGRATION & DISTRIBUTION DEALS• Powering web results for Siri and Spotlight

Search• Default search on Amazon Kindle Devices

ENRICHING THE BING EXPERIENCE• Bing utilizes data from Yelp, Twitter,

Foursquare and TripAdvisor to enhance search results

ENRICHING EXPERIENCES IN APPS• Uber utilizes Bing’s mapping technology• Android developers can leverage Bing’s

knowledge graph within their apps• Cyanogen OS includes Microsoft services

such as Bing

What we started many years ago…

The Evolution of Bing

2009 20152010-2014

Introducing…

The Bing Network

Intelligent connections to achieve more

for customersfor partnersfor usersfor employees

We are no longer a simple challenger.

We are a serious contender

75% Market share globally

Free upgrade for oneyear to current users

1.5 billionPeople use Windows everyday

One billion Windows 10 devices by 2018

Bing is a monetization engine for Windows 10

The engine behind Cortana

Easy to find on task bar

Deep integration with Microsoft Edge

Bing as default across multiple touchpoints

Growing Volume with Cortana in Windows 10Your truly personal digital assistant, helping you get things done

Fastest way to search for stuff on your device, cloud and the web

Talk or type and begin searching with Cortana

Your personal assistant on any device and any platform

Growing Volume with Microsoft EdgeGo from searching to doing New tab pageProminent search/address bar front and center on new tabsQuick answersDisplays relevant information in suggestions box to provide quick resultsCortana assistReceive relevant information like hours, directions and more about local restaurantsAsk Cortana Pull up relevant information from Bing and display it without taking user away from the page

4-5x 19%

Increase in Bing syndicated clicks

of Bing clicks from syndication expected in 2016 (U.S.)

Source: Microsoft Internal Data, Dec 2015

200M+devices running Windows 10

30%of Bing clicks and searches are from Windows 10

30%more Bing queries with Windows 10 vs. prior versions

90%Microsoft Edge users retain

Bing as their default

“Windows 10 is a Bing honeypot —and it’s working”

“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”

Growing volume with Windows 10

23% 32%

77% 68%

Oct 2015

Jan 201640%

Windows 10 is driving change in the UKQuery volume is growing

32% of Bing UK searches on PC and Tablet from Windows 10, a

40% increase from Oct 2015.

Bing UK searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016

27%Highest age group contribution is 50-64.

47%female53% male

Audience Demographics on Windows 10Strong representation of males in the UK between 35-64 years old.

Bing UK search volume share by age and gender on PC and Tablet for Windows 10 and non-Windows 10 devices, Jan 2015.Figures may not sum to 100 due to rounding.

Windows 10

Non-Windows 10

Windows 10

Non-Windows 10

4%

6%

15%

16%

19%

14%

30%

26%

27%

27%

6%

11%

13-17 18-24 25-34 35-49 50-64 65+

63%

47%

37%

53%

Female Male

CpgHealth

AutoB2C Services

Careers & EducationReference

Finance & InsuranceSocial & Charity

Travel & TransportationEntertainment

RetailTechnology & Telecommunications

0.42%0.65%0.87%1.04%

2.04%2.09%

3.96%4.92%

7.19%14.74%

17.49%

44.00%

Windows 10 UK Searches by VerticalTop 3 categories by Windows 10 volume share: Technology & Telco, Retail and Entertainment

Windows 10 search volume share for Bing UK traffic on PC and Tablet, Jan 2015. Vertical segments based on analysis of top queries.

Bing Network Markets

*Bing (+partnerships) Only

USACanadaMexicoArgentinaPeru

ColombiaVenezuelaChileBrazil

UKIrelandFranceGermanySpainItalyNetherlands

NorwayBelgiumFinlandSwedenDenmarkAustriaSwitzerland

Europe

The Americas

IndiaIndonesiaMalaysiaPhilippinesSingaporeTaiwan

Japan

Hong KongThailandVietnamAustralia*New Zealand*China*

Asia

Active in 36 Markets

+7% +5% +19% +14% +5% +21%

The Bing NetworkAudience in Europe

11.3%

8.3%

7.6%

9.5% 8.5%

8.6%

18.1% 19

M10M21

M8M 23M8

M30M

510M

213M

321M

146M

417M180M

829M

France ItalyGermany NetherlandsWesternEurope*

SpainUnited Kingdom

comScore Explicit Core Search (custom), December 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites*comScore Explicit Core Search (custom), December 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden, Finland

Market ShareUnique SearchersMonthly Searches

YoY search volume growth

Search volume share by device

Searches on mobile devices are seeing robust growth on the Bing Network

Internal Source: UK Bing Network search volume year on year growth across mobile devices, Dec 2015 vs, Dec 2014 Internal Source: UK Bing Network search share across devices, Dec 2015

Searches from mobile devices make up almost two-thirds of searches on the Bing

Network

38%

25%

37%PC

Tablet

Smartphone

+14%

+23%

Investments in growing our supply

Platform investments to drive performance

Ad performance on smartphones

Ad Extensions that drive user engagement

+14%mobile search

results

+24%click growth

+40%click through

rate

Internal Source: UK Bing Network year on year trends on smartphones, Dec 2014 & Dec 2015

Mobile ad products that increase clicks in the UKAd Extensions that drive user engagement

Investments in relevancy,matching, and click prediction

Source: Microsoft Internal Data, Microsoft and Yahoo DE sites, Jan 2015 vs Jan 2016, mobile devices only.

MERCHANT RATINGSAnnotations that enhance your ads by adding icons and links to high-rated reviews within the ad

MOBILE PRODUCT ADSShowcase your products in an impactful ad format that includes custom images, price and company name.

5

6

APP EXTENSIONSPromote your app on Bing. Compatible with every major app store.

CALL EXTENSIONSMake it easy for people to call your business

by displaying your phone number.

3

4

MOBILE SITELINKSDrive more traffic to your website by promoting specific pages on your ads.

LOCATION EXTENSIONSDrive foot traffic to your business with your business address and directions.

1

2

1

24

3

6

5

what which why where when how who

48%

32%

25% 23% 23%19%

13%

More questions are asked on smartphones Question related queries

on Bing smartphones have increased by more than 20% YoY, with the highest growth in the what’s & which’s.

Internal Source: UK question query growth on Bing by question type on smartphones Dec 2015 vs. Dec. 2014

Growth in

Question Query YoY

21%

UK question query growth on Bing smartphones searches

Displays images from your product catalogue, promotional text, pricing and company name

Visually engaging & prominent, support for refurbished products, and available on mobile

in the US

On average, 45% greater CTR than text ads 1

1Ignition One Digital Marketing Report, Q4 2013

Easier Management intuitive hierarchical structureView your catalogue in the campaign UIPrioritize across campaigns with a single priority settingDeeper Insights & Competitive intelligence view performance data for all of your products, irrespective of campaign structure Custom labels - Bestseller, seasonal, special offer, high margin item Google import with a single click

UK, FR, DE (Open Pilot) Let’s go shopping…

Bing Shopping Campaigns

Open Beta now available in DE, FR, UK!

Bing Shopping Campaigns

Updates!

1Ignition One Digital Marketing Report, Q4 2013

Image Extensions Add images to your ads to help them stand out to customers

*Launched globally.

Increase traffic, controlimage URL

Sets the stage for Native Ads

Drives brand awareness

Why Image Extensions?

*Last two visuals are coming soon!

Bing Native AdsNative advertising with the Power of Search

*Launched globally.

*Last two visuals are coming soon!.

Target by User Intent

Ease of Use

Relevant & Impactful Native Experience

Why Bing Native Ads?

Content of Page & Placement

User Search History

Site remarketing

AutosMoney

TravelTechnology

RetailLifestyle

Entertainment

Scale to Native effortlessly using your existing assets in the Bing Ads

platform

Disney | Sponsored

Porsche | Sponsored

29

Bing Ads Intelligence

Bing Ads Editor

Bing Ads Insights

Bing Ads Accredited Pro

Tools to Assist :

Be there.

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.