Competitive Landscape - HP
In 2016, HP spent approximately $44.4 billion on B2B advertising. To market its OEM offerings to B2B customers, HP posted video ads on its website and YouTube channel.
BUSINESS TO BUSINESS AD SPEND
- HP spent approximately $44.4 billion on B2B advertising.
- HP’s OEM division targets B2B companies from industries such as healthcare, life sciences, media & entertainment, surveillance, manufacturing, and others with the messaging “Built For What You Do”.
- As a marketing effort, HP provides flexible warranties and service solutions all over the world and no other OEM computing vendor gives such broad coverage.
1. VIDEO ADS
Video Ads Specific to OEM Division — Website
- The company shared a video on its official website specific to the OEM division that caters to B2B customers. It was presented by Gagan Singh, Head Security.
- The video conveyed a message that the world's most powerful workstations are offered to B2B customers where valuable IP is never compromised because devices are hardwired with industry-leading security features.
Video Ads Specific to OEM Division — YouTube
- A video was created on YouTube, specifically for its OEM solutions where the company mentioned that OEM solutions include portfolio, supply chain, specialists, and services.
2. REAL CUSTOMER STORIES
- Denver Broncos, a professional American football franchise, a B2B customer tied up with HP ZBook Studio and Z2 Mini Workstation that helps to run digital video editing and data analysis done by DVSport GameDay software, powered by NVIDIA Quadro graphics.
- The company displays video ads on YouTube where its B2B customer, Carl Zeiss Microscopy mentioned the way the company relied on high-end, reliable HP Workstations and HP Displays for its microscope laboratory solutions.
- In 2018, HP spent about $568 million on advertising expenses.
- In 2017, HP spent $544 million on advertising expenses. The OEM does not separate its advertising expenses between B2C and B2B segments.
Information regarding HP's spending on B2B advertising on their OEM division could not be found. After a thorough search, we were able to conclude that the company has not disclosed exclusive financial details specific to the OEM division on its annual reports.
We started our research by examining the official website of HP. The company's press releases, annual reports, investor relations, services and solutions provided, and other financial statements were looked into. But, nothing pertaining to their OEM division and its B2B advertisement spending was found.
Next, we decided to analyze third-party sources such as Statista, Adage, Adweek, and Kantarmedia to discover the required information. However, Kantarmedia revealed that in August 2016, HP spent $44.4 billion on B2B advertising. Nevertheless, the report did not mention anything about the OEM division. Further, we also checked the market reports found on Emarketer, Deloitte, and PWC. But, no substantial information could be traced.
Since there was no precompiled data available, we decided to triangulate the required data. For this, we tried to identify the % of the revenue share of the OEM division of HP to use the same figure as the advertising expense spent by the OEM division towards enhancing the business. We looked into Financial Statements, Seeking Alpha, and IBIS World. Nonetheless, the sources only mentioned the overall revenue ($58.5 billion) of HP.
As our last resort, we looked for sources that are older than 24 months. The results did not return any substantial information. Hence, the attempt proved to be futile.