HP partners with Yahoo for targeted advertisements

HP Web-connected printers may open the door for localised, targeted advertisements
  • (IDG News Service)
  • — 17 June, 2010 04:07

Hewlett-Packard plans to use Yahoo's advertising network in a pilot program that will deliver targeted advertisements for content printed with its latest line of Web-connected printers.

HP launched a line of Web-connected printers last week that allow users to print content directly from the Web or send content from their mobile phone to a remote printer using an e-mail address specific to that printer.

HP also launched a program called "scheduled delivery," where a user can regularly schedule printing, for example, portions of a daily newspaper every day at 7 a.m.

The company also sees a potential for localized, targeted advertising to go along with the content. While testing its ePrint Web-connected printers, HP ran two trials where consumers received content from a U.S. national music magazine and major U.S. newspaper along with advertisements, said Stephen Nigro, senior vice president in HP's Imaging and Printing Group.

"What we discovered is that people were not bothered by it [an advertisement]," Nigro said. "Part of it I think our belief is you're used to it. You're used to seeing things with ads."

HP's ePrint printers, some of which will become available next month, are connected to the user's home router, which means they will have an IP address. IP addresses can be used to identify an approximate area where the Web-connected device is located, opening the potential for targeted advertisements based on location.

"Through IP (Internet Protocol) sniffing, you have an idea about where those printers are so naturally it allows you to kind of already target your offers," Nigro said.

Ads can also be targeted based on a user's behavior as well as the content, said Vyomesh Joshi, head of the HP's Imaging and Printing Group. The pilot with Yahoo is in its early stages, however, and Joshi said the program has to be done with privacy in mind.

"That's where we need to be very clear business rules in terms of privacy," Joshi said.

Send news tips and comments to jeremy_kirk@idg.com

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeremy Kirk

IDG News Service
Topics: HP, advertising, Yahoo, digital marketing, online advertising
Comments are now closed.

Latest News Articles

Most Popular Articles

Follow Us

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Resources

Best Deals on GoodGearGuide

Compare & Save

Deals powered by WhistleOut
WhistleOut

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?