Price
The product pricing has to be competitive. This has to factor in various elements like competitor pricing, market share, customer demographics, publishers etc. If a premium is to be charged, it has to be backed by logical reasons like – publisher repute, exposure required, level of anti-malware protection that Microsoft offers compared to competitors, type of display etc. Differential pricing approach can be employed. This would include difference in pricing for a corporate user vs. a personal user, location of the user, past transactions with Microsoft Advertising, reputation score of the user, targeted customer group for the user etc.
Place
The place for utilizing the anti-malware solution of the Ad Quality group is the tool for advertisers and publishers. The features of the solution can integrate seamlessly in the ad creation experience. The anti-malware solution can act when the ad is created and served and the originator is offline as well. The tool is exposed to the end user as well in form of an interface to report spam, scam or malware ads.
Promotion
The promotional events for anti-malware offering should be integrated with the Bing promotions. The objective is to showcase Bing as one of the safest ad platforms for its customers. The promotion events may include option to reward users who report malware ads, find security holes in the advertising UI. Sponsorship of hacking events, secure computing forums, multimedia advertising consisting of online, in print and TV media focusing on the security features etc. can help in building brand credibility about the protection features of Bing Advertising.