Elastic Media Africa
Software Companies in Johannesburg

Elastic Media Africa is part of Amorphous Group, a Times Media Company.
So we borrow from our big brothers and apply a GRP model to a digital plan.
Based in Johannesburg, Elastic Media Africa offers digital media and advertising planning, buying and optimisation software.

Digital Media Spend is an ever increasing trend across the world, and as South Africa & Africa play catch up to these trends it is utterly important that the products & services offered in this domain are of the best quality. We offer new & exciting services for media planners, media strategists and media savvy managers to make digital media more effective. In the near future our network will extend across Africa. Built from the fire of Amorphous New Media the Elastic Media Africa team is niched and quite clever. Using software that is quick and precise, our non linear mathematic algorithm is the tool we use to calculate & discover the numerous placement combinations that show us where your maximum GRP lies. Banner advertising is more measurable & more effective than any other form of media and available to any budget. Our Optimal GRP Products aim to balance campaign performance against your target market using only Premium Internet sites and large-size ads. For years, above the line media has used Gross Rating Points (GRPs) as a benchmark. This is how agencies and their clients can attribute value to campaigns to ensure that media budgets are allocated and spent cost-effectively. This is all well and good for traditional advertising, but when it comes to digital media, measuring effectiveness has not been possible. The strange thing is, the very measurements that are devised to create greater transparency between planner and client seem to do just the opposite. Many of the measurements are direct marketing related, for example: how many letters did we post and how many application forms did we received back? Think sales funnels and conversion optimisation; all of the measures alienate brand marketers who want to know how many of the right kind of people received the message and how many times they saw it! And herein lies the start of the problem because the number of benchmarks are countless and this leads to confusion when trying to measure one against another. If we deconstruct it, digital is most certainly the most measurable medium but the myriad metrics can often obscure and obfuscate. By applying this to a digital campaign we would start by evaluating the potential effectiveness of a campaign. This way we can see the effectiveness of a campaign in terms of GRP’s and we can now start comparing apples with apples. We can now compare different media plans to the same measurement scale. We can be cost effective as the GRP model is effectively a resource allocation algorithm thus allocating costs effectively. In terms of creating a benchmark for digital media campaigns, a GRP based model seems like one of the ways forward for digital media planners to allocate their budgets more effectively. The measurement technique is not perfect but certainly a huge step in the right direction for awareness based digital media planning. (or people, it’s time we all spoke the same language).