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Pinstorm, Lintas Media sign Rs 100 crore Performance Alliance

Lintas Media Group and Pinstorm, two leading firms in the offline and online advertising worlds, have announced a non-equity partnership designed to push clients to performance-driven media choices. The companies hope that the alliance would be able to drive an incremental Rs 100 crore of advertising to move over from traditional models to a performance-driven model in the next 12 months.

Lintas Media Group and Pinstorm, two leading firms in the offline and online advertising worlds, have announced a non-equity partnership designed to push clients to performance-driven media choices. The companies hope that the alliance would be able to drive an incremental Rs 100 crore of advertising to move over from traditional models to a performance-driven model in the next 12 months.

“Our alliance with Lintas comes from our joint belief that the Rs 16,000 crore Indian advertising industry needs a new model,” Mahesh Murthy, founder, Pinstorm, has said. “Digital advertising accounted for just four per cent of spends in India last year. With this alliance and other efforts, we believe that investments in digital advertising will cross the Rs 1,000 crore mark in India this year — which is almost a 100 per cent growth over last year.”

Lynn De Souza, director, Lintas Media Group, has said, “An industry only grows when there is pay-for-performance. For too long have clients worried that their agencies and publishers are simply recommending higher media spends because that’s how they earn more. That era will soon end. Our work with Pinstorm is to collaborate on clients to give performance-driven options initially across digital media — but we hope over time to grow the same basis to traditional media like Broadcast, Print and Outdoors too.”

The pay-for-performance model was pioneered by Google and Yahoo, and has been pushed further by Pinstorm, where the agency pays for the media and the creative and the advertisers just pay for results.

The Lintas-Pinstorm alliance will first come into effect on Lintas’ roster of clients and soon expand to other businesses. Lintas Media Group is among the largest media agencies in India, managing a spend of over Rs 1,300 crore on broadcast, print, outdoor and other media for clients like Idea, Bajaj Auto, Maruti Suzuki, ITC, Sony, UTI and Naukri.

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