Find Your Audience
AMG predicts behaviors: from supporting a candidate, to buying a product, using a service, or watching specific content. We help your organization make use of the customer data you store or help you explore other data collection options. This information feeds models to score and rank individuals nationally on the behaviors that matter most to you.
Reach Your Audience
We build custom target models with rich demographic and behavioral attributes to select your custom individual-level audience. Our optimization engine taps into television and digital media consumption data for your specific targets and predictive pricing data to design the most efficient media campaign optimized to your actual audience.
We believe in testing and measuring results not only as a snapshot of performance, but also to improve future campaigns. AMG can refine a custom audience from one campaign to the next (e.g. from "likely purchasers" to "likely purchasers who respond to advertising"). We have engineered a solution to close the measurement loop for TV and apply those lessons to future campaigns.
Future campaigns ignore the targeting strategy of the Obama campaign of 2012 at their peril...this was an unprecedented marrying of detailed information on viewing habits and political predispositions.-Ken Goldstein, President of Kantar Media/CMAG
Culling never-before-used data about viewing habits, and combining it with more personal information about the voters the campaign was trying to reach and persuade than was ever before available, the system allowed Mr. Obama's team to direct advertising with a previously unheard-of level of efficiency, strategists from both sides agree.-Jim Rutenberg, The New York Times
AMG identified the 40MM Americans most likely to be responsive to a national marketing campaign. We ran a test campaign that generated significant sales and brand lift before rolling out a national campaign based on custom ratings for those targets.
We used OMAR to help Democrats win campaigns: reaching the people who matter most to them along the way. OMAR's uniquely customizable inputs allow us to optimize media buys in local markets on broadcast and cable.
AMG identified the 43MM Americans most likely to travel for business and delivered a media plan based on custom TV ratings for our target audience. We successfully reached 15% more of our targets than our client would have if buying using traditional demographic targeting.
For a network client, we identified the top lead-in and lead-out programming to and from the network, selected the most likely viewers for a tune-in campaign and recommended programming for attracting them to the network.
We conducted message testing for an Academy Award-winning film and helped guide the campaign in advance of their wide theatrical release. The film grossed over $50MM domestically on a production budget of $20MM.
AMG used a venue's historical ticketing data to predict propensity to attend this season’s events. We employed these propensities to identify the 300K optimal households for mail marketing. The mailed group bought tickets at a significantly higher rate (+63%) than the general audience and overall ticket sales were 25% higher than the previous year's.
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.