Our Blog

May 29 2014

Programmatic Advertising 101: What you need to know about it and why

Posted by: CRAFT

There is a growing practice in the digital space called “programmatic advertising.” It’s all the rage and more companies are doing it everyday. But few people know exactly what it is. Much like the latest celebrity diets, people are subscribing to the practice of programmatic advertising but don’t entirely understand what it is or how [READ MORE]


May 27 2014

Online Content: Less is More

Posted by: CRAFT

Think of all the distractions you experience when surfing the Internet: multiple tabs and windows, ads on every sidebar, videos appearing at every new page visit. So how do you grab and keep the attention of your online audiences? Besides inspiring creative, at CRAFT we focus on the psychology of the mind. We look through [READ MORE]


May 19 2014

5 Ingredients of a Successful Social Media Campaign

Posted by: CRAFT

You’d be hard pressed to find someone these days who doesn’t engage social media on even the most basic level. It’s because of this that social media often takes a back seat when brands or campaigns make decisions about where to invest. Simply put, people need convincing that their organization actually needs help doing something [READ MORE]


May 13 2014

“Sadvertising” – What Is It And Why Is It So Damn Popular?

Posted by: CRAFT

Strike the heart, not the head. That’s the essence of a recent examination into a growing advertising trend Fast Company swiftly dubbed “sadvertising.” It doesn’t take much guessing to grasp the meaning of the term; it’s a reference to the shift in advertising towards long-form, emotional, storytelling narratives. Think about it. Perhaps the most anticipated Super Bowl ad this [READ MORE]


May 08 2014

“Please Use This Song” and the Rise of Licensed Music in Advertising

Posted by: CRAFT

Music is a powerful tool in advertising. It can define a brand identity or help target the ideal audience. From the catchy ad jingles that dominated postwar American radio and television to the indie-pop music that lingers in modern commercials, advertisers have used music to get their brands into our heads—sometimes years after their campaigns [READ MORE]


May 06 2014

CRAFT Reading List

Posted by: CRAFT

“The man who does not read good books is no better than the man who can’t.” — Mark Twain Below you will find the reading selections of everyone at CRAFT. This list is not made up of our “favorite” reads, but rather the books that made us think, laugh, learn, and grow. These are the [READ MORE]


May 05 2014

Does chewing gum make you immune to advertising?

Posted by: CRAFT

For most of us going to the movies means two things: lots of trailers and lots of snacks. It turns out, however, that the popcorn and chewing gum you’re indulging in may actually be effecting the way your brain receives advertisements. A recent study published in the Journal of Commercial Psychology suggests that the simple [READ MORE]


May 01 2014

Why CRAFT built Levers

Posted by: CRAFT

Programmatic ad buying, which is what CRAFT Levers does, plugs into and enhances every part of a campaign. As the latest installment of AdExchanger’s Data-Driven Thinking points out, programmatic advertising, while not a strategy in and of itself, is strategic in its application. Programmatic is the hub at the center of any integrated digital marketing [READ MORE]