Update: Networkplay's short term contract with MakemyTrip.com has been renewed into a multi-year deal, according to the company. Makemytrip claims it attracts 1.4 million users and over 40 million page-views per month. The average time spent by a consumer on the site is 12.1 minutes. Original Story: Advertising network NetworkPlay has announced a partnership with professional networking portal Linkedin, as had been reported earlier by WATblog. NetworkPlay had earlier also tied up with Makemytrip.The company will be the advertising sales representative for Linkedin in India, which, Networkplay claims, gets around 60 million page views from India. On an average, Indian users spend more than 30 minutes on the site, so advertisers have plenty of time to catch their attention. Linkedin has around 2 million registered users from India. NetworkPlay will let advertisers target high level executives like CIOs and CTOs specifically. We asked Rammohan Sundaram, Founder, CEO and Managing Director of Networkplay what kind of returns Linkedin would fetch, and he said they were looking ast CPMs of around Rs 140 to Rs 160 $8-$10. Brand Advertising Versus Performance Advertising For highly trafficked sites, CPM may suffice but why does Networkplay stick to it when the entire market is headed towards performance advertising? Sundaram the future of Internet advertising market (expected to be Rs 1100 crores by 2012) will be fueled by brand advertising alone. Networkplay will continue to focus on brand advertising and will not cater to the performance network. In the past, brand ads and CPMs formed the bulk of social…
