This news should bring a smile to the online advertising industry which was till date suffering due to its own USP of conversion and full response tracking which no other medium of advertising has as inbuilt as the online medium has and hence no other medium is held as accountable as the online medium.

So ineffect the USP had turned into a bane of the medium as most marketers looked at online as only a lead generation and invsome cases even an acquisition generation tool thereby converting online advertising and sem companies into lead generating engines.

But as the say if you stay long enough the results will come and people will eventually see that there is some real value in what you are doing. So Pinstorm which has been evangelising search engine marketing and especially performance based marketing for a while has now been acknowledged by Lintas one of the leading offline advertising agencies. Pinstorm and Lintas have formed a Performance Alliance which will give Pinstorm access to Lintas clients and which will enable lintas to encompass a performance based approach for its clients.

This deal is a non equity deal and both mahesh murthy the ceo of pinstorm and lynn dsouza director of lintas media group as per agencyfaqs agreed that acquiring a digital agency is not the solution. Both agreed that whats important is the client should be benefitted by an agency that provides value. The alliance estimates that they will be able to drive an incremental Rs. 100 crores of advertising to move over from traditional models to a performance-driven model in the next 12 months.

On the whole this isn’t a acquisition but is surely another sign that the offline media is acknowledging the new media prowess and is engaging and finding ways to be a part of this emerging new media story.

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