The Lintas Media Group and online search marketing agency Pinstorm have joined forces to form the “Performance Alliance”; unlike the Connecturf-Dentsu JV (Clickstreamers), this is a non-equity deal. The alliance estimates that they’ll 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. Mahesh Murthy, founder of Pinstorm estimates that digital advertising was around 4 percent of spends in India last year, and investments in digital advertising in India will cross the Rs. 1000 crore mark this year. Lintas manages around Rs. 1300 crores of spends and the alliance will get access to Lintas’ roster of clients, including Idea, Bajaj Auto, Maruti Suzuki, ITC, Sony (NYSE: SNE), UTI and Naukri. Interestingly, Lynn de Souza of Lintas says that they “hope over time to grow the same basis (performance driven advertising) to traditional media like Broadcast, Print and Outdoors too”