Multiview, a B2B digital marketing agency that is part of the Stagwell network and specialises in advertising through professional and trade associations, has launched Audienceview, a self-service platform that lets marketers build and run campaigns targeting association members.
The platform draws on the company's 25 years of working with professional associations and gives advertisers access to what it describes as an addressable audience of more than 16 million B2B professionals across 30 industry segments and over 850 accredited US associations.
The product addresses a channel that many B2B marketers overlook. Professional associations hold direct relationships with members in specific industries, which makes their media inventory a way to reach defined professional audiences. Audienceview lets marketers, sales teams and media buyers explore those audiences and activate campaigns through a self-service interface, with Multiview's client success staff available to build customised campaigns alongside clients given their existing relationships with the association partners.
The platform includes an AI recommendation engine that analyses a marketer's website to suggest audience segments. The engine takes information about the brand, its customers and its products to refine audience targeting and adjust how media spending is allocated across segments.
"The cost of overlooking association media is high in today's crowded marketplace," said Andy Keith, CEO of Multiview. "By directly reaching millions of association members, B2B brands stand to gain deeper penetration with hyper-relevant and exclusive professional audiences. Equally, we are proud to support our mission-based association partners and the crucial role they play in the economy."
"Audienceview gives B2B marketers a self-service, autonomous platform with access to verified, high-intent audiences in some of the most important associations and communities in the world. This isn't just a win for Multiview—it's a major leap forward for the entire B2B ecosystem," said James Townsend, Stagwell EMEA CEO and Global CEO of Stagwell Brand Performance Network.
"Our longstanding partnership with Multiview has been a game-changer," said Rachel Benedick, Chief Revenue Officer, Meeting Professionals International. "The consistent flow of quality brand advertisers has directly fueled our growth, bolstered our partner network and importantly, has extended our mission to connect the global meeting and event community. The Audienceview platform opens up a fantastic opportunity for MPI to get in front of a much larger audience, and we're really excited about it."
