Microsoft introduced a pilot for a new search ad concept in Bing Smart Search called Hero ads, designed to serve more information through the ad unit and image. The ad appears when users
search for specific brands and terms in Bing Smart Search. The goal of Hero ads is to let searchers find the most relevant information and complete the most popular tasks for the brand they are
specifically search on. The ad unit announced at a Microsoft event also included several business updates for Windows 8.1 through Smart Search. David Pann, GM for the search business, notes it's not
about blue links, but rather the brand, the actions, and the experience, per MediaPost contributor Ryan DeShazer. More to come.