Microsofts ‘Scroogled’ Ad Campaign will Continue

Article first published on Technorati as Microsoft Declares ‘Scroogled’ Ad Campaign to Continue

The headline last Friday from NPR’s KQED radio station was that Microsoft would be winding down it’s Scroogled campaign against rival Google. Stefan Weitz, Microsoft senior director of online services told KQED, “That part is about finished,” speaking of the campaign looking to make people aware of privacy issues in advertising on Google services, including Gmail.

Official company statements, however made to TechCrunch yesterday declare that, “Scroogled will go on as long as Google keeps Scroogling people.” The statement continues, stating Weitz’s comments are not true and that we should, “stay tuned for the next chapter.” This is at least good news for the conversation around privacy, because inevitably any time the campaign is talked about the issue of what both companies are doing comes up, not just what Google is doing with Gmail.

Microsofts Scroogled ad campaign image

The campaign aimed mainly at Gmail users, highlighted the fact that Google goes through all your personal email in order to sell ads. Some have speculated that recent Microsoft hiring of former Bill and Hillary Clinton pollster, Mark Penn, played a hand in the campaign. According the the original KQED piece, “…the Scroogled campaign was more reminiscent of political advertising.” It was also noted in InfoWorld, that Microsoft does actually use the email subject lines to target ads, just not the contents of the entire message.

According to Microsoft, the Scroogled campaign has prompted 115,000 people to sign a petition asking Google to stop going through their email. What it doesn’t say though, is that anyone can adjust their ad settings to disallow display based on this personal information, and a number of ot
her things, like blocking certain advertisers if you want. But judging from most recent Gmail user numbers, and the fact that only 0.03% (115k out ouf of the 425 million) of them signed the petition, the campaign doesn’t seem to be resonating. And if you want to opt out of Microsoft’s personalized advertising (yea, they do it too), you can do that here.

scroogled every word every email gets read by google


Microsoft seems to be focused on a minor detail that really doesn’t set what they are doing to target ads apart from what Google is doing. In fact, some brand marketers say that all this proves, is that Google has better targeting options that help make ads more relevant, providing consumers with additional choices and more value to advertisers.

It’s an important detail too, Google (or Bing) isn’t selling your information to people or businesses directly. They are delivering advertising to a targeted demographic of users. As user ‘squiggleslash’ on Slashdot says, “Google is not selling this information. Nobody can go to Google and say “Here’s $10, tell me if my neighbors pregnant. They aren’t sending identifiable names to Gerber.” Most reasonable people understand that free means you’re going to see advertisements when it comes to online services.

What it has done though, is increase the debate about privacy and ads in general, it’s not just Google who is looking at your email. If you look at the website under “Our Position”, it states they go through your email also, but, “…only scans the contents of your email to protect you and display, categorize, and sort your mail.”

Personally i would rather see ads relevant to my personal preferences than simply looking at Windows 8 ads. I realize both are going to scan my email and there isn’t someone sitting there actually reading them, which seems to be what Microsoft is implying, explicitly or not.

At least the Bing it on campaign showcased Bing’s product. All the Scroogled ads seem to do is bash Google, make Microsoft look petty and insinuate that users don’t know the difference between what they do to personalize ads and what they claim Google is doing to personalize ads. If you’re using a free email service there is going to be ads, period, the only question is if you want ads relevant to your preferences (which you can always opt out of btw), or a bunch of Internet Explorer and getting rid of belly-fat ads.

About Geoff Simon

Geoff is owner/operator of Simon Search Marketing. He graduated cum laude with a B.S. in Business Administration from California State Polytechnic University in 2003. Geoff immediately secured employment as an account coordinator with Grey Direct West, (now G2 Direct & Digital) working for Bank of Americas online banking division. From there Geoff has worked in a search marketing capacity for companies including Intermark Group, Disney Interactive Media Group, and Toyota Dealers Association. During his time Geoff has worked on brands including Disney Family, Toyota, Lexus, National Geographic, Red Bull USA Events, That '70s Show and Carsey Werner.
Geoff likes ice-hockey, is a Chicago native and proud dad to his almost 1-year old son Cyrus.
Find Geoff on Google+, Facebook, LinkedIn, or follow his Twitter handle @geoff_simon


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