HP, a brand known for its personal computers business, has begun to present some advertisers of their own advertising under the name of HP Media Network. As he has advanced Adweekthe company’s plan goes through monetizing its device ecosystem making them native advertising supports, and also launching a free service of streaming With ads, accessible directly from HP equipment.
Smart TV manufacturers, such as Samsung or LG, already operate their own advertising networks
The sales argument passes through two key points: scale and data. According to his Commercial PitchHP claims to reach a monthly global audience of 830 million people through more than 100 million devices, with 160 million users only in the United States and an average of 2 million new equipment added each month. With these figures, HP aspires to compete for a part of the digital advertising businessin a logic similar to that of intelligent television manufacturers such as Samsung or LG, which already operate own advertising networks.
The context also influences: although HP remains one of the largest PCs manufacturers with a 20% share, according to the IDC market research company, the growth of Apple It is eroding its position, after an increase of 14% year -on -year in the first quarter of 2025. In this scenario, diversify income through advertising It appears as a strategic bet.
HP Media Network will include ads that would be shown directly in the brand’s computers and applications, with the possibility of segmentation Based on device use data: what apps open, for how long, if the user has downloaded a certain type of software or if you have purchased in certain contexts. For example, it would be possible to identify users who work with tax applications or who spend more than 10 hours per week in videoconferencing tools, and direct specific campaigns.
One of the outstanding formats mentioned Adweek It is the so -called “Toast”which would appear in the lower right corner of the screen with a logo, a short message and a call to action. HP testified this format during the last Christmas campaign to promote its products, achieving more than 5 million visualizations and a click rate of 2.6%.
HP streaming service
In parallel, HP would be deploying Your own free streaming service With advertising. This environment will offer content on demand (video, audio and other formats), with advertising inserts of 6, 15 and 30 seconds, advertisements in the pause and promotional carousels on the home screen.
This movement reinforces an increasingly visible trend: brands are beginning to become advertising platforms in themselves. We have seen it with the case of PayPal, which has begun to commercially exploit the data of its users to offer segmentation based on consumption patterns. Now, HP seeks to do the same from the hardware, controlling the point of entry to the digital consumer ecosystem.
This HP step indicates a structural change for the professionals of the Media planningadvertising and brand strategy and opens the door to rethink the media map, paying attention to environments so far, but with a growing potential.
