Brandport Offers Reach to Elusive 18-24 Demographic
Brandport has launched a service that pays college students to watch ads on the Internet. Student's are asked to watch TV spots, listen to radio commercials, look at print and online ads, then answer a five question survey and receive $0.25 to $0.50 per viewed ad. While the service is designed to help marketers reach an elusive target audience, Brandport's offering can also be used for ad/copy testing.
Brandport CEO Kivin Varghese claims this pay to view model builds strong brand alliances between student and marketer because students have said they respect advertisers who are trying to reach them in this very straightforward manner. This is another example of the growing trend towards permision marketing. An agreement is created between marketer and consumer to the end benefit of both.