Lintas ties up with digital ad firm Pinstorm

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Mumbai, Mar 18: In a significant move, the Rs 1,800-crore Lintas Media Group, a leading media agency, has joined hands with digital advertising firm Pinstorm to launch a non-equity partnership. The Lintas-Pinstorm alliance will first come into effect on Lintas' rooster of clients and soon expand to other businesses. The alliance expects to drive an incremental Rs 100 crore of advertising to move from traditional models to a performance-driven model within a year.

Announcing the move, Lynn De Souza, head of Lintas Media Group, said, “We think this model, the first of its kind, can go a long way in bringing accountability and transparency to investments in advertising. The future is no longer about control, it’s now about collaboration in the ad industry.”

According to Mahesh Murthy, founder of Pinstorm, digital advertising a fast-growing medium in the Indian ad industry.” Digital advertising accounted for just 4% 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% growth over last year,” said Murthy. The alliance is effective immediately and in place across all advertisers in India.

Incidentally, 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.