Target

Who are your likely customers? We employ predictive analytics to identify promising targets from the best combination of available customer, consumer, and survey data. We can synchronize with existing models and target databases.

Model

AMG does not rely on traditional TV ratings for broad age-gender categories to optimize buys. We build a custom ratings model for your targets to predict when and how they consume TV by matching and analyzing return-path data.

Optimize

We combine the targeting and viewership models with advertising rate data. This way, AMG ensures that our clients reach more targets, more often, for the best price. The AMG optimization strategy can drive efficiency gains of up to 15%.

Our history

In 2011, President Obama's campaign leadership received sobering news: they were going to be the first incumbent presidential campaign in history to be outspent. Media experts forecast a staggering 3 to 1 TV advertising disadvantage. Campaign leadership realized that a traditional media strategy would come up short. They needed to figure out how to make their advertising dollars go further.

Larry Grisolano, an AMG founder and the campaign's director of paid media in 2008 and 2012, turned to an eclectic team of media experts, statistical analysts, software engineers and political operatives to craft and execute a winning formula. The result was a victory on Election Day and the most significant TV buying innovation in decades.

Our process uses predictive modeling to determine the individual customers you need to reach, studies their viewership habits, and then delivers an advertising plan based on the media that your targets actually consume. We don't buy advertising to reach demographics or places; we buy advertising to reach your targets.

In the months after the election, we were regularly approached by companies asking for help optimizing their advertising budgets. Those conversations, and our passion for what we do, led to the creation of AMG. If you're tired of trying to figure out which half of your media budget is being wasted, drop us a line.

In the news


The New York Times Magazine featuring AMG
How the precision targeting of “persuadable” voters that put Obama over the top in 2012 could revolutionize the advertising industry.
(Illustration by Matt Dorfman. Original photograph by Jewel Samad/Agence France-Presse/Getty Image)


The New York Times Magazine featuring AMG
Left to right: Gaurav Shirole, Chris Frommann, Chauncey McLean, Will St. Clair.
(Andrew Hetherington for The New York Times)


New York Times

Data You Can Believe In

By JIM RUTENBERG
Published June 20, 2013

The precision voter targeting that put President Obama over the top in 2012 could revolutionize advertising.

Earlier this year, senior members of President Barack Obama’s campaign team took a trip to Las Vegas. Nevada holds a special place in Obama-wonk lore as the place where his monthslong strategy of defeating Hillary Clinton by slowly and surely amassing delegates emerged. But the operatives were not there in March for any political reason. They were there to make money — specifically to land what they hoped would be the first corporate client for their new advertising business, Analytics Media Group (A.M.G.). Its bland name obscures its relatively grand promise: to deliver to commercial advertisers some of the Obama campaign’s secret, technologically advanced formulas for reaching voters.

The concept for the “optimizer,” as it was known in the campaign, was born: a system that could determine with more precision than ever what swing voters were watching in the greatest concentrations and how to get commercials in front of them in the cheapest advertising time slots possible.

The potential client was Caesars. The casino chain was looking for ways to induce semiregular visitors to show up more routinely at its other casinos around the country and to keep regulars from defecting to new competitors. A.M.G. was making the pitch that keeping gamblers loyal to Caesars was not all that different from keeping onetime Obama voters from straying to Mitt Romney. It was all a matter of figuring out how to get their message in front of the right customers at the right time. It was not lost on the Obama strategists that the “change” they were talking about was not the kind “you can believe in” but rather the kind you can put in a slot machine. “I kind of felt like the Devil’s advocate,” Chauncey McLean, 31, the Democratic Party’s director of media tracking during the campaign and now A.M.G.’s chief operating officer, wryly told me.

A.M.G. was founded in late December by a splinter group of longtime Obama advisers: Larry Grisolano, who oversaw how the campaign spent its advertising dollars; Grisolano’s direct-mail partners Terry Walsh and Pete Giangreco; Jeff Link, a seasoned Iowa veteran who was an outside adviser in 2012; and Erik Smith, an advertising consultant for the 2012 campaign, whose work running one of the biggest 2004 pro-Kerry outside groups gave him an inside track with party donors from the corporate world.

McLean was their first hire. During the campaign he proved himself to be particularly deft at translating between the old hands of the political world, who talk about “message” and “narrative,” and the quants in their 20s, who speak of “code” and “algorithms.”

McLean was so moved by Obama’s 2004 convention speech — the one that called for an end to a red-state America and a blue-state America — that when Obama decided to run in 2008, he took a leave from law school and joined the campaign. He had just spent the last 18 months of the 2012 presidential race bouncing between a couch in Washington and a small, shared apartment in Chicago where a colleague slept in the dining room. So he was experiencing considerable culture shock in the high life of Vegas.

Arriving at Caesars Palace after a first-class flight (only the second of his life), he was shown to his room. “I open the door and there’s just this huge, like, double, wall-to-wall window with a view of the strip and a huge king bed,” he said. Over room service, he met with his deputy, Chris Frommann, now 26, and made some last-minute revisions to their proposal. McLean took an iPhone picture of his kung pao chicken and sent it to his wife back in Brooklyn, “to show her that I’d made it,” he joked.

Read the full article