Product placement is the ultimate in marketing. It's relatively cheap -- that's assuming the company pays anything at all -- the value worth millions in potential sales and/or savings paying for actual advertising. Why pay for a 30- or 60-second TV commercial when your product can be part of the show? Or on CBS cop drama "Hawaii 5-0" be one of the stars of the show?

I've been pondering writing about Microsoft's product placement since 5-0's first season aired (season two started last month). The program's actors routinely use the company's big-ass table -- that is Surface -- and Bing to search from Windows Phone. But this week, in episode "Ma'ema'e", Windows Live SkyDrive joins the active placement of Microsoft products -- or cast, if you will.

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Microsoft CEO Steve Ballmer made absolutely clear today why the company continues to invest in search, even though it's a money-losing business and Google's market share is so big (and not really declining). He described Bing as a "fundamental set of core technologies" that Microsoft plans to leverage seemingly everywhere.

Earlier in the day, during the BUILD developer conference Day 2 keynote, Server and Tools President Satya Nadella gave several examples how developers can incorporate Bing datasets into their applications development. Bing isn't just about search, but about information made available for third-party applications and services and for software development.

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It has been a year since Bing began powering search results for Yahoo. That pairing has done little to increase the overall market share of Microsoft's search engine entrant, increasing only four percent during the period.

In an even starker example of Bing's troubles, it still lags behind Yahoo in terms of searches launched directly from bing.com. A larger portion of Bing's overall share still comes from Yahoo, Experian Hitwise has found.

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