The digital advertising landscape is entering a new phase in 2025, where tech manufacturers are no longer just selling devices—they are becoming full-fledged media players. The latest example comes from HP, which has announced the launch of HP Media Network, a proprietary advertising platform built directly into its vast ecosystem of computers.
With over 100 million active devices worldwide and two million new units activated each month, HP aims to transform its hardware into a major native advertising gateway. Simultaneously, the company is rolling out its own free, ad-supported streaming service, signaling a significant shift for both advertisers and media planners.
HP’s strategy is clear: computers are no longer just tools for work or entertainment—they are becoming strategic media touchpoints. Drawing inspiration from industry giants like Samsung and LG, who have successfully integrated ad networks into their smart TVs, HP is now introducing native ad formats directly into the user interface. A prime example is the “Toast” format, which was piloted during the holiday season, displaying discreet promotional messages in the bottom-right corner of the screen. This approach generated over five million views and an impressive 2.6% click-through rate.
The true differentiator, however, lies in data utilization. HP plans to offer ultra-contextual targeting based on how each device is used: time spent on specific apps, installed software, and purchasing habits. For instance, a user who frequently uses tax-related software may receive targeted banking offers. HP is positioning itself as a major data hub, with ambitions to compete against tech giants on a playing field traditionally dominated by online platforms.
Alongside its integrated advertising formats, HP is launching a free, ad-supported streaming service built into its computers. This platform will offer on-demand video and audio content with 6, 15, and 30-second ad slots, sponsored breaks, and promotional carousels on the device home screen. The goal is to create a closed media ecosystem where HP controls content, distribution, and monetization.
This strategy mirrors broader industry trends seen with companies like PayPal and Uber, who increasingly monetize their first-party user data. In 2025, the device itself is becoming media real estate, offering advertisers direct access to valuable audiences in ways previously underutilized.
For brands and media agencies, the arrival of HP Media Network could redefine media planning strategies. Computers, historically seen as passive devices, are now becoming active touchpoints where brands can engage users from the moment they power on their device, in a non-saturated, controlled environment.
With more than 160 million users in the United States alone and a significant global presence, HP is opening a new chapter in advertising strategies. Brands and agencies are now encouraged to rethink the role of hardware in the media mix, exploring fresh, high-impact opportunities for targeted engagement.
In a landscape where brands increasingly aim to become platforms, HP Media Network represents a subtle but transformative shift. For advertisers, it offers untapped potential; for consumers, it signals a new era where their devices serve as both service hubs and advertising spaces. This evolving model could quietly reshape the future of digital advertising in the months to come.
