The news: Despite global cuts in ad budgets, several companies are diving head-first into their own ad offerings to diversify revenues.

Among those who have recently expanded into ads:

• HP is reportedly pitching HP Media Network, an ad network highlighting laptop and desktop ads. The move includes ads on HP computers and apps, offsite ads, placements in social and email campaigns, and a free ad-supported TV service.
• SiriusXM recently launched SiriusXM Play, an ad-supported option to get on the same playing field as streaming giants like Spotify and capitalize on ad-supported audio gaining traction.
• PayPal and Discord both debuted ad offerings last year, with the former boasting its ability to reach customers throughout the entire shopping journey and the latter capitalizing on its diverse gaming audience.
• AMC recently agreed to increase its ad load before screenings after years of opposition and a disappointing Q1—but the move hasn’t convinced investors, as the theater chain’s stocks plummeted days after the announcement.

But spend is shrinking: Companies just now jumping into advertising are entering a precarious landscape with smaller budgets and massive competition..

• Over half of advertisers worldwide are eyeing advertising budget cuts in 2025 in response to tariffs and general instability, with most cuts expected to hit in Q3.