• by Laurie Sullivan  @lauriesullivan, August 7, 2012

Performics, the search marketing arm of the Publicis Groupe, announced the acquisition of Resultrix on Tuesday, reaffirming its stance on performance media and support for a shift in media buying and consumption.

Performics Global CEO Daina Middleton points to an expertise in performance media, a shift toward consumers pulling in media and employee talent as the three top reasons for the acquisition.

"The strategy isn't about buying up a whole bunch of companies, but rather an opportunity to gain a strategic advantage," she said, estimating that it will take up to 10 months to integrate the shops.

The acquisition gives Performics greater expertise in mobile, as well as a presence in India, Singapore, the United Arab Emirates and the United States. Asian countries do not have the same telecom infrastructure as the United States, and depend much more on mobile communication.

Resultrix's more than 90 employees support companies like Bing, MSN, and DBS Bank and Fraser Hospitality from New Delhi, Mumbai, Seattle, Singapore and Dubai. Through a performance-based model, the agency specializes in search engine optimization, paid search, Web design, analytics, media buying and optimization, social media strategy and mobile advertising and development.

As the industry moves to bid-based platforms gaining additional expertise becomes invaluable, Middleton said. Media -- once bought more frequently via CPM -- continues a shift toward performance-based buying, similar to an auction model the way search has been bought for years. She explains that emerging technology continues to push the performance-based model.

Vidur Luthra, Resultrix founder and CEO, and Gulrez Alam, COO, will continue to lead the agency and report to Middleton, and Gareth Mulryan, Performics managing director of Asia-Pacific.