The campaign “On the open internet, you choose the future” by Criteo articulates a brand proposition centered on empowerment through choice and support for an open internet. It positions Criteo as a champion of diversity, innovation, and consumer autonomy, suggesting that the future individuals experience is shaped directly by the decisions made today. By advocating for an open internet, the brand promises to uphold a digital ecosystem where varied voices and options persist, ultimately allowing users to find solutions aligned with their unique needs and values.
Strategically, the campaign leverages the narrative genre to make a broader sociotechnical statement rather than focus solely on product features, connecting emotionally with an audience increasingly aware of digital privacy, platform control, and content diversity issues. The insight driving the campaign is the recognition that consumers today are not passive participants but active agents who influence the trajectory of the internet and technology landscapes through their choices. Targeting a U.S. audience in the electronics and technology sector, the campaign taps into contemporary debates around internet openness, framing Criteo’s role as a guardian of that openness. This approach encourages viewers to see their individual decisions as contributory to a collective future, elevating the brand from a technology provider to a meaningful participant in shaping digital infrastructure. The extended-format film further supports this strategy by allowing for a more in-depth exploration of the theme, facilitating engagement from a discerning audience that values transparency and progressive tech principles.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because it uses the motif of “every choice leading to a unique future” to symbolically represent the potential loss of diversity, innovation, and personal agency if the open internet is not supported. Rather than directly showing internet restrictions or contrasting features, it frames the issue via analogy—depicting choices as gateways to future possibilities. The narrative doesn’t revolve around a concrete story arc or testimonial, but instead employs symbolism to highlight the problem: a closed internet threatens our future options, whereas Criteo’s advocacy keeps choice alive.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Google Marketing Platform – Positioned as an integrated, data-driven advertising and analytics solution, Google Marketing Platform leverages its vast ecosystem and user data to offer precision targeting and measurement, helping brands optimize campaigns across multiple channels with AI-powered insights.
2. The Trade Desk – Known for its independent, omnichannel programmatic advertising platform, The Trade Desk emphasizes transparency, control, and advanced data management to empower advertisers to reach audiences efficiently while maximizing ROI in a privacy-conscious environment.
3. Adobe Advertising Cloud – Adobe positions itself as a unified advertising solution combining creative assets with powerful analytics and AI-driven media buying, aimed at delivering personalized, cross-channel campaigns that connect content, data, and customer experience seamlessly.
4. Amazon Advertising – Amazon leverages its e-commerce dominance and first-party shopper data to offer highly targeted advertising solutions that influence purchase decisions at the point of intent, focusing on measurable impact within the retail and technology ecosystems.
5. MediaMath – MediaMath differentiates itself through its focus on programmatic marketing technology offering flexibility, customization, and data integration capabilities, supporting marketers in creating intelligent, audience-centric campaigns across digital channels with an emphasis on transparency and effectiveness.
Q: What is On the open internet, you choose the future about?
A: On the open internet, you choose the future is a 2022 campaign created by Believe Media for Criteo, targeting the United States market within the electronics and technology sector. The campaign centers on a film that explores how every individual choice shapes a unique digital future. By advocating for an open internet, Criteo positions itself as a steward of diversity, innovation, and consumer autonomy, inviting viewers to consider the broader impact of their digital decisions. The campaign leverages narrative storytelling to highlight the importance of preserving choice and openness in the evolving online ecosystem.
Q: What creative device does On the open internet, you choose the future use?
A: On the open internet, you choose the future employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting internet restrictions or contrasting features directly, the campaign uses the motif of every choice leading to a unique future as a symbolic analogy. This creative approach frames the potential loss of diversity, innovation, and agency if the open internet is not maintained, encouraging viewers to see their decisions as gateways to future possibilities and underscoring the stakes of digital openness.
Q: What is the campaign proposition for On the open internet, you choose the future?
A: The campaign proposition for On the open internet, you choose the future positions Criteo as a champion of empowerment through choice and a defender of the open internet. Targeting a U.S. audience attuned to issues of digital privacy, platform control, and content diversity, the campaign asserts that individual decisions directly influence the future of the digital landscape. By supporting an open internet, Criteo pledges to uphold a digital environment where diversity, innovation, and freedom of choice are preserved, aligning the brand with progressive values and the evolving expectations of technology consumers.
Q: How does On the open internet, you choose the future rank in Clapboard's archive?
A: On the open internet, you choose the future holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s editorial team.
Q: Who are the competitors in Criteo's category?
A: In the internet and technology advertising sector, Criteo competes with several major players. Google Marketing Platform is recognized for its integrated, data-driven approach and AI-powered targeting across channels. The Trade Desk stands out for its independent, omnichannel programmatic platform emphasizing transparency and control. Adobe Advertising Cloud offers unified creative and analytics solutions for personalized, cross-channel campaigns. Amazon Advertising leverages its e-commerce reach and shopper data to deliver targeted ads at the point of purchase intent. MediaMath differentiates itself with flexible, audience-centric programmatic technology focused on transparency and data integration.
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