Alex Tew of milliondollarhomepage.com fame is at it again. This time, though, he's selling pixels on pixelotto.com for double the money, so that he can offer another million bucks as a prize for people who click on the ads.

Clever.

Should you buy his pixels? Hmmm. Depends. People who click on these ads are clicking because they might win a million, not because they're looking for your product. So even if you assume that everyone disables their pop-up blocker (as they will need to in order to see your website), you'd need a pretty compelling and probably low cost proposition to convert that disinterested visit into a sale.

For its success, pixelotto is entirely dependent on the media. I'm sure he'll get plenty more coverage for this latest venture. Maybe even enough to give lastminute.com the brand exposure it'll need to justify its $20,000 pixel investment.

But will he get as much media exposure as last time around? I doubt it. The story is essentially the same: some clever geezer flogging pixels. There are only so many ways the story can get reported before we all get bored (I'm bored already).

And that's why I disagree with Tew's comment on the BBC website: "This idea has longevity. I don't know anyone who doesn't want to win $1m dollars, so I can keep doing it again and again."

Without the media driving traffic, people are just not going to come and keep clicking for the one in a trazillion chance of winning a million bucks a year down the road. I'd rather buy a lottery ticket and find out this weekend.

Advertisers are excluded from the draw for a million. So the question is, click or advertise?

My view: save your money and click.

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