iVoox extends dynamic advertising to creators who publish their podcast

The podcast platform in Spanish iVoox launches an economic distribution system based on the insertion of dynamic advertising within the audios, a new advertising format that will allow the sale of direct campaigns through its advertising marketplace, AdVoices.

The company continues working to be the best option to publish, distribute and monetize a podcast, and with this new source of income it complements its monetization models, such as direct support from the audience and the iVoox Plus subscription, sponsorships or affiliation, with which more than €3.3M has already been generated for its creators.

Thanks to the new model, which until now has only been available in a similar way for its iVoox Originals, creators who publish their podcast on iVoox will be able to earn money with advertising inserted in their episodes, both within the platform and outside, on Spotify, Google Podcast or Apple Podcasts. In this way, in addition to contracting reviews, mentions or dedicated episodes, advertising brands will be able to broadcast audio spots for their campaign in specific podcasts on all platforms where creators distribute their content.

In this first phase of implementationAds will be added in a non-intrusive way for the listener. Once the pilot test is over, iVoox will incorporate a new functionality that allows creators to add ads in the middle of their episodes, choosing the exact point in their audios.

“In the first stage we are carrying out tests by adding audio ads from advertising networks, with the aim of optimizing configurations and fill rates that allow us to end up selling direct campaigns for our creators' podcasts,” he explains. Juan Ignacio Solera, founder of iVoox. It is, therefore, a combination of income for creators, where on the one hand there are those that come from direct advertisements through AdVoices and, on the other, programmatic network advertising, in the style of YouTube.

Anuncios actualizados

La nueva publicidad dinámica insertada en los episodios se servirá en todas las plataformas de escucha, y tiene en cuenta el target y perfil de los oyentes de cada podcast para ofrecer anuncios que encajen con sus valores y contenidos. Para ello, utiliza la tecnología de terceros referentes en el sector que permita añadir campañas directas segmentadas a través de AdVoices y anuncios de programmatic advertising proveniente de grandes anunciantes. Esto garantiza una integración de anuncios de calidad mientras dura la campaña, siempre en el momento oportuno y dirigidos a la audiencia adecuada lo que supone que un podcast nunca contendrá un anuncio desactualizado.

In addition, it will allow advertising to be included in any of the published episodes regardless of their publication date, but taking into account when listeners listen to them.

This new dynamic advertising model will benefit large and small creators. Those who meet the requirements will be eligible for monetary distribution, and those who do not reach them will obtain promotional actions for their podcasts with the aim of helping them increase their audience on all the platforms where they are distributed.