An interesting case of entrepreneurship in the early days of digital marketing is that of the ‘Million Dollar Homepage’. This is a web page created in 2005 by university student Alex Tew who was looking to raise funds in order to pay for his education. His solution to this was to create an ad-space that was a million pixels large (each containing the link of an external web page) and sell each one for a dollar. Being such a new and unusual idea, it would quickly become a sensation garnering the attention of major news companies and corporations such as The Daily Telegraph. This would lead to large chunks being bought by the likes of Yahoo, as well as many casinos and insurance companies.
The idea is considered brilliant despite being so simple, surprisingly being created 11 years after the first piece of online advertising was purchased. Looking further to 14 years after its inception, it is now an iconic website and a staple of early digital advertising, still receiving traffic daily. Interestingly, over 40% of the links included in the 1000×1000 pixel advertisement lead to sites that are unavailable.
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What are the key takeaways of this case study for other digital marketers and entrepreneurs?
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That it doesn’t necessarily take experience or money to create a successful business venture or campaign, it can be as simple as taking an idea and finding a unique or interesting way to approach it. Another key takeaway is understanding how powerful media is a tool for growth. Without the help of news media his project may have only been visited by few and forgotten not long after. This point has never been more prominent with modern day social media activity being so large and possessing a seemingly never-ending reach.
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