On CalvinAyre.com today Billionaire Calvin Ayre wrote an article about the Adweek Media and Harris Interactive survey that indicates: “almost two-thirds (63%) of Americans claim to ignore internet advertising”. Calvin Ayre’s article centers around the same survey that Robin Wauters discussed over at TechCrunch earlier this month.
While Robin discussed the results of the survey, little insight into how companies trying to build their brand should go about it online was offered.
However, Calvin Ayre did.
The data in this survey highlights the folly of any company attempting to build brand value predominantly via online advertising. Seriously, the only people getting rich off this arrangement are the companies who get paid to host the ads. Not for nothing do people say ‘content is king’. The branded content I’ve created over the years for the Bodog Brand and its associated entertainment properties – BodogFight, BodogMusic, Calvin Ayre WildCard Poker — not only made a significantly greater impression on viewers than a plain old banner or pop-up ad, it continues to resonate years after its initial release, and will continue to do so for however long digital media exists.
Calvin Ayre knows a thing or two about building an online brand. As the public face of Bodog, he launched the company with little more than $10,000 in 1994. He is now a billionaire.