Hewlett Ad-Packer
You know the line.
“Everything is an ad network!”
Now add personal computing giant HP to the list. It’s been pitching advertisers on an HP Media Network, Adweek reports.
The idea is akin to how TV manufacturers like Samsung, Vizio and LG quickly built ad and data businesses (with attractive profit margins) based on their household device penetration.
The HP campaigns mostly target ads on HP personal computers and apps. Microsoft and Kargo are cited as off-site campaign extension partners, while email and social placements are apparently in the mix as well.
HP will also launch a FAST channel, with who knows what content.
The HP Media Network touts its unique insights as a PC manufacturer. “People who have downloaded tax preparation software or someone who spends more than 10 hours a week using conferencing apps” are among the targetable segments, for instance.
Expect more hardware manufacturers to get in on the action and launch similar platforms, says Michael Gifis, an advisor to HP and former head of commerce media at Taboola. “The future battle for attention will unfold where there is access to the consumer,” Gifis says, “and hardware is the entry point to any digital journey.”
Earnings Again? No Problem
The economy is uncertain. But Publicis hasn’t seemed to notice.
For the second quarter in a row, Publicis Groupe posted “stronger-than-expected” results, per its latest earnings report on Thursday.
Publicis generated $4.1 billion in net revenue for Q2 at an organic growth rate of 5.9%, far above analyst estimates of 4.6%, according to Bloomberg.
Publicis has recently notched numerous notable client wins, including Paramount, Coca-Cola and Mars. They all switched away from rival WPP, which isn’t doing so well right now.
Publicis also updated its growth guidance for 2025 from between 4% and 5% to “close to 5%,” indicating that the holdco isn’t as concerned as some of its peers by what CEO Arthur Sedoun referred to as “a tough macroeconomic environment.”
Given that Omnicom’s Q2 earnings report earlier this week was similarly rosy, it looks like the anticipated effects of new tariffs have yet to materialize.
Although, who knows what’ll happen in Q3 once the Trump administration’s August 1 tariff deadline hits (if that actually sticks).
Might As Well Call It ‘Adstack’
After years of avoiding advertising, Substack is changing its tune.
The subscription-focused publishing platform recently completed a $100 million funding round, The New York Times reports. Investors were said to have been sold on Substack’s plans to create a social-media-esque experience on its mobile app and to bring native ad inventory to its newsletters.
It’s a notable reversal. Substack’s co-founder, Hamish McKenzie, previously called the ad-supported model “busted.”
Historically, Substack made revenue by collecting a cut of newsletter subscription fees. Meanwhile, Substack creators had to work with third parties if they wanted to introduce ad inventory to their newsletters.
But the company is now taking the reins on advertising, and investors are rewarding the shift in strategy. The funding round values Substack at $1.1 billion, almost a 70% increase from its 2021 valuation of $650 million.
In an increasingly fragmented media environment, Substack stood out for its early embrace of independent journalists, says Mood Rowghani, a general partner at BOND, one of the lead investors in the round. That focus put it ahead of the cultural curve as consumers drifted away from traditional media.
We’ll have to wait and see if Substack has better luck than traditional outlets when it comes to monetizing the news with ads, though.
But Wait! There’s More
Rokt, an ecommerce ad tech company that targets ads to checkout and transaction pages, will extend its marketplace network with its acquisition of Canal. [release]
ONAR, a mar tech and agency holding company, acquires customer and lifetime value analytics startup Retina.ai. [release]
Meta settles an $8 billion lawsuit brought by investors alleging harms caused by the company’s Cambridge Analytica ad-targeting scandal and user privacy violations. [CNN]
Axel Springer CEO Mathias Döpfner tells employees that using generative AI is no longer optional. [Status]
The Senate voted to claw back $1.1 billion in funding Congress had allocated for public broadcasting, including NPR, PBS and rural broadcasters. The House and President Trump have until Friday to approve the clawback. [The Hill]
TikTok introduces new promotional features for songwriters one year after shutting down its music streaming service. [TechCrunch]
Apple launches an emoji-based game for News+ subscribers, following The New York Times’ strategy of using games to boost subscriptions. [Engadget]
Roblox users no longer have access to unfiltered messaging on the platform unless they submit a government ID or use a face-scanning age estimation tool to confirm they’re over 13. [The Verge]
Generative AI’s impact on the tough job market for recent college graduates may be overblown. [Bloomberg]
You’re Hired!
VideoAmp expands Peter Liguori’s role from executive chairman to CEO. [Ad Age]
Longtime Meta exec Connor Hayes has been named head of Threads. [Axios]
