Microsoft and ZIRCA expand partnership, to accelerate Bing advertising growth in India By CIOReview Team

Microsoft and ZIRCA expand partnership, to accelerate Bing advertising growth in India

CIOReview Team | Thursday, 12 January 2017, 11:46 IST

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Today, Zirca Digital Solutions, announced that the company will expand its current partnership with Microsoft and in addition to Display Ad Sales will also act as Bing’s sales partner for search advertising sales in India.  ZIRCA will now work on showcasing Microsoft Bing’s strength as a credible challenger in the INR 3000 crore search market bringing in new audiences and new searches.

Bing Network’s business success is growing fast with 28 straight months of profitability and revenue growth; powering nearly 1 in 3 searches in the US, over 25% of searches in the UK and over 10% in ten additional markets including and 1 out of every 7 searches in Asia. With a 6% share of search in India, Bing has grown by 70% in the last 2 years .  In 2015, search advertising contributed to 29% share3 of the total online ad market in India.


The Bing Network connects advertisers and consumers; powering search for Yahoo to Aol, Apple to Amazon and including Microsoft’s Cortana, voice search in Xbox One and Windows 10, Bing intelligence brings deep insights to marketers and valuable opportunities to reach the right audience at the right time.  Zirca’s strong network and understanding of the Indian market will enable Bing with the best advertising options carefully identified through the company’s talented campaign management and media planning professionals. The fact that the Bing engineering team operates out of India, makes new formats and executions more relevant to the market. The proximity of the coders to market characteristics results in a better yield on investments. Bing’s robust strategy to target mobile users and savvy customers in Tier 2 cities, along with Microsoft’s global strategy to grow search is resulting in Bing increasing its share of wallet in India and from India.


“Bing’s increasing popularity in India, especially among well-informed audiences, provides the perfect catalyst for marketers to engage with a large, diverse population,” said Grant Watts, Regional Director of APAC, Microsoft Search Advertising. “Zirca’s strong heritage in providing smart advertising and marketing solutions to brands with great strategic frameworks will support our mission of increasing our presence in the Indian market and deepening our relationships with customers in the country.”


“We’re extremely proud to exclusively represent Microsoft Bing in India. We have seen Bing gaining significant momentum and adoption among the Internet users in the country and a major uptake amongst brands for their domestic and international search marketing. In the last 6 months we have seen a significant 150% growth in wallet share,” said Neena Dasgupta, CEO, Zirca Digital Solutions. “This win fortifies our relationship with Microsoft, further demonstrating our expertise in bringing successful digital partnerships to India,” she added.

“We are delighted to partner with Microsoft Bing search advertising business in India. This partnership will provide advertisers and marketers with a unique opportunity to make the most of one of the world’s most innovative global search platforms. Additionally, it will also help us understand how search is powering next- generation technology solutions”, said Karan Kumar Gupta, Managing Director, Zirca.

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