Marketing manager Cedric Chambaz said: ‘This is a question: Is TV most relevant? We will have a significant marketing budget for the UK. But the size of the market is very different to the US.'
Bing has so far been sponsoring The X-Factor coverage on Global Radio, and has an online tie-up with Thomas Cook.
Wunderman is Bing's UK through-the-line agency, while Universal McCann will handle media.
The site removed its UK beta tag this week after improvements to make it more UK-relevant.
The move followed agency concerns that Bing would continue to lose ground to rivals if it did not quickly add localised UK search results this year.
Chambaz said Christmas would be ‘a key period for search' and so marketing plans would be ‘ramping up'. However, he added that the ‘beta removal is not the final development'.
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