Ad or not? Bing does search box call outs

Bing has been my default search engine ever since Google announced the end of Google Reader. This doesn't mean I don't use Google (I'm especially fond of Google's search by image abilities) and today I wanted to quickly hop from Bing to Google. I searched Bing for Google.

That's a pretty clever response from Bing. I'd seen their banner like prompt before but this call out feels more effective to me. The question is, especially with Bing calling Google out for less than transparent practises, is this an ad or not?

It smells like an ad in so far as it's promoted content (native ads?) but it certainly doesn't look like a search result.

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