From Hardware to Adware: HP’s Streaming and Media Push

When Adweek broke the news that HP is launching its own ad business and FAST channel, the headline naturally focused on the hardware giant turning its laptops into digital billboards. But dig a little deeper, and this isn’t just another OEM testing monetization. It appears that HP is attempting to establish a connected media business centered on owned surfaces, first-party data, and streaming video. And it looks like Accedo is helping them do it.

What We Know

HP’s new initiative, called the HP Media Network, will monetize its massive global footprint—over 100 million devices reaching 830 million people each month, with 160 million monthly users in the U.S. alone. It’s offering advertisers a mix of:

• On-device ads (like their “Toast” format in the lower-right corner of screens)
  
• Offsite ads using HP’s first-party data (via partners like Microsoft and Kargo)
  
• Custom email and social campaigns
  
• Targeting based on device usage, installed apps, purchase history, and behavioral signals
  

It’s already showing signs of performance: One campaign using the Toast unit during Black Friday clocked over 5 million impressions in under 60 days, with a 2.55% CTR and a 3.83x incremental return on ad spend.

However, perhaps the most important detail, according to a pitch deck viewed by Adweek, is that HP is developing its own FAST service, featuring typical AVOD ad formats such as in-stream, pause, and carousel ads.

This is where Accedo’s probably coming in.

Accedo Likely Powering HP’s FAST Ambitions

On the same day as the Adweek story, Accedo announced a strategic collaboration with HP. According to Accedo, the company was selected through a “rigorous” and “highly competitive evaluation process” to help HP deliver “next-generation user experiences” and scale its digital touchpoints.

This is where Accedo’s probably coming in—specifically with HP’s FAST initiative. Accedo has deep experience helping brands launch and manage streaming services, with clients like Paramount, ITV, and Deutsche Telekom. Its track record in building scalable, white-labeled streaming products aligns with HP’s need to spin up a consumer-facing FAST service quickly and globally.

So while HP’s ad ambitions might start with small screen placements on Windows laptops, it seems the real play is to build a connected ecosystem that monetizes attention through video, apps, and data.

Why This Matters

• OEMs are becoming media platforms. HP’s move mirrors the broader OEM shift—from selling hardware to owning the full monetization stack. Like Samsung and LG before them, HP isn’t just controlling the screen—it’s trying to own the glass, the ecosystem, the ads, the merchandising, and the revenue splits.
  
• Device data is the new currency. As cookies disappear and platforms lock down signal, HP’s access to device-level behavior, app usage, and location data gives it a durable advantage in precision targeting, and makes it an attractive partner for advertisers chasing performance.
  
• The monetization layer is moving upstream. HP’s entry into streaming and advertising underscores how value is consolidating around direct consumer access. It’s not just content companies competing for attention—OEMs now want a cut of the inventory, the attribution, and the upside.

This isn’t just about serving banner ads on laptops. It’s a long-term bet that attention, access, and ad inventory will be just as important to HP’s future as hardware.