Mi9 has launched Bing Ads in Australia and New Zealand to help Microsoft and Nine Entertainment be better positioned to compete with Google.

“Bing is very much the challenger search brand in Australia, so we’re excited to be able to work with Microsoft to bring this advertising platform to market. Competition is necessary in any industry to keep it healthy,” says Steve Geelan, national sales director, Microsoft Media Network & Bing at Mi9.

Geelan says the ad service would allow Mi9 to offer better access to an engaged and quality audience of more than 2.8 million consumers.

Mi9 has been working with Microsoft over the past six months to establish the new Bing platform that is hoped to grow its market share.

“Bing Ads has already been launched in 20+ markets worldwide and the feedback on the user experience has been overwhelmingly positive. We are focused on innovating and developing search in Australia and New Zealand and look forward to this next chapter of growth,” says Geelan.