Lots of first-time advertisers are heading to the Super Bowl this year: electric vehicle makers, crypto brands … and Criteo?

A number of first-time advertisers are heading to the Tremendous Bowl this 12 months: electrical automobile makers, crypto manufacturers … and Criteo?

It’s arduous to think about an even bigger stage for a corporation that often operates behind the scenes.

Criteo’s advert, which is ready to air throughout NBC’s broadcast of the Tremendous Bowl in three markets (NYC, Chicago and San Francisco) contains a lady in a espresso store accosted by more and more insistent future variations of herself all claiming they know what’s greatest for her.

The tagline: “Everybody will attempt to let you know what the longer term holds. Criteo is creating an open web the place you possibly can select what’s greatest for you … and future you.”

Anybody in advert tech is aware of that Criteo is referring to maintaining the open net, properly, open, regardless of platform modifications like Google’s choice to (ultimately) take away third-party cookies from Chrome. Shoppers need alternative, etcetera.

Tough to say what a mean shopper will make of the advert or its underlying message, however Criteo is hoping viewers are curious sufficient to go to an accompanying microsite with extra details about commerce media and the way forward for the open web.

Criteo isn’t the one B2B firm shelling out for airtime throughout the large sport this weekend. Workforce app growth platform Monday.com and on-line retailer Rakuten are additionally making their Tremendous Bowl debuts this 12 months.

AdExchanger caught up with Criteo’s CMO Brendan McCarthy to speak in regards to the firm’s motivation and what it’s seeking to obtain throughout Tremendous Bowl LVI.

Why would a B2B firm purchase a Tremendous Bowl advert?

Criteo needs to construct an open web the place you possibly can go the place you need, store the place you need and join with who you need. We purposefully chosen the largest day in promoting to interact with each business gamers (entrepreneurs, companies) and shoppers about the way forward for the web – the place knowledge is king, however not on the expense of shopper alternative, privateness or variety of innovation because of the measurement of corporations and creators.

Educating individuals about what that future appears to be like like, or might appear like, is extra essential now than ever earlier than. That’s why we would have liked an enormous stage and alternative to speak to shoppers for the primary time.

We wish shoppers to think about a future the place knowledge creates higher experiences and the place we will join on our personal phrases. In spite of everything, we’re all shoppers and we should always all have selections that result in richer experiences on the open web.

Isn’t a Tremendous Bowl purchase the precise reverse of hypertargeting?

We intentionally selected to execute the TV portion of our purchase in three main US markets: New York, Chicago and San Francisco. That is the best second to interact with a broader shopper viewers for the primary time, as a result of individuals care greater than ever in regards to the selections they’re making on the web.

The spot is simply the beginning – we’ve got a purchase that continues via the Olympics, and throughout the UK, throughout the digital ecosystem.

What precisely is Criteo seeking to obtain by promoting throughout the Tremendous Bowl?

Our purpose is to succeed in as many individuals as attainable and begin a dialog about the way forward for the open web. Ideally, we would like individuals to see this advert after which be prompted to discover extra throughout the digital ecosystem, take a look at Criteo alongside the way in which and have the ability to perceive what the longer term appears to be like like – or might appear like – and the alternatives that they’ve.

We additionally need individuals to take one other take a look at who Criteo is at present. For individuals who know who Criteo is and what we provide, we would like them to rethink us as a result of we’ve modified fairly a bit within the final two years. For individuals who haven’t heard of Criteo, it’s a good time to take a look at what we do as an organization.