Among the first signs of a formal analog and digital media company courtship(to my knowledge) is the tie-up between Lintas Media Group and digital agency Pinstorm. Linstorm will offer a pay-for-performance model for digital platforms like the internet and mobile phones. This will mean that the client will pay for the advertising only if the campaign meets pre-determined targets which could be in terms of the number of clicks, impressions or conversions.
You can read the complete story here.
Mahesh Murthy, founder, Pinstorm, had this to say- “The idea is to bring the share of digital in the total Indian advertising scene to the tipping point of 7% from its current levels of 3-4%.”
The Linstorm model would be interesting to watch for the nascent digital advertising market in India!!
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