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BrandPort: A Shaky Business Model?

Contributed by mm | February 25, 2004 11:32 PM PST



BrandPort is wooing 18-to-24-year-old demographic by money: the company pays $0.25 to $0.50 per ad to college students who are willing to watch the commercials online. Payments will be made via PayPay in $5 increments. The service is only open to people with .edu email addresses.

I am skeptical of the results. As Paul D correctly pointed out in a blog comment at Business Pundit, paying $30/hour is not going to be a sustainable model. I also believe some smart students can create multiple acceptable email addresses to game the system and make a living out of the site.

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This post has 2 comments. Read and share your opinions.
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Comments
>>> Issac Commented on September 25, 2005

As far as students making a living off that site, unless BrandPort has the proper security to block multiple connections from the same IP, they are pretty much asking for it.


>>> JK Commented on October 15, 2005

$30 per hour will never be achievable. Having been through the initial wave of pay2surf programs, I can assure you that the ads will be few and far between. Furthermore, ofcourse they will have measures in place to avoid cheating and multiple accounts... if they are legitimate, that is. There are several other much bigger problems with their model, however. 1) As a general rule, college kids have little discretionary income, and therefore, only a very narrow range of products would really make sense to market to them. 2)This is no different from the hundreds of predecessors before them that inevitable fell flat on their ass. They have even less of a shot due to their restrictions on signups. Good idea, maybe. Good business, no.


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