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Millennial eCommerce Opps: Bing starts testing retail marketplace, surpasses FY 2021 digital spend

Microsoft's Start Shopping experience. It launched with a limited number of sellers to customers in the States. Thanks to Buy Direct, consumers can click on and purchase products within Bing's platform. The brand is also working with a design for local business results. We'll probably see promotional activity around the service as it continues growing, so sellers should contact soon to secure last-minute ad dollars.

Per Pathmatics, Bing has spent roughly $262.7k on digital ads, already almost 3x the roughly $99.8k spent within the same 2021 timeframe. In 2021, the brand's estimated full-year spend ($99.8k) reached less than a third of that of $322.8k in 2020; however, as you can see, spend has already picked back up. So far this year, Bing has earned ~33.6m digital impressions, 99% via Facebook ads and 1% via desktop display ads. 

Facebook is most popular among millennials, so Bing seems to be primarily targeting this audience. Spend shows no sign of slowing down anytime soon, folks, so sellers should reach out sooner rather than later to secure some of these increasing ad dollars. The search engine holds planning conversations in Q3 and buying conversations in Q2.

Agency & martech readers - Get in touch soon to find out whether Bing seeks project-based assistance to build awareness for Buy Direct. Bing works with social AOR Bradley and Montgomery.