Spanish podcast platform iVoox launches dynamic advertising for podcasters on all platforms

New format allows for sale of direct podcast ad campaigns through its marketplace

Spanish-language podcast platform iVoox has launched a new monetisation model that will allow podcasters to make an income through dynamic advertising across all major podcast apps. 

The new model uses third-party technology to allow for the sale of targeted direct campaigns through its advertising marketplace AdVoices, as well as programmatic advertising. This increases the podcasters’ revenue stream alongside its other monetisation tools like iVoox Plus subscription and sponsorships.

Until now, the new monetisation model has only been available to iVoox original podcasts, but creators will now be able to generate revenue from both listens on iVoox and other major podcast platforms when they publish their podcast on iVoox. 

Founder of iVoox Juan Ignacio Solera said that the platform is currently testing inserting audio ads from ad networks in a non-intrusive way for the listeners “with the aim of optimising settings and fill rates” to allow for the selling of direct campaigns. 

Once the first phase is completed, iVoox will then add a feature that allows creators to add ads in the middle of their episodes and choose the exact placement and amount that they’d like. Both large and small creators will benefit from the new monetisation model and the ones that aren’t eligible for monetary distribution will still benefit from promotional actions for their podcasts by iVoox to help increase their audience. 

According to the October 2021 to September 2022 Statista Global Consumer Survey, podcast listening in Spain is a popular activity, with 34% of respondents saying they access this type of content occasionally and 3% saying they were frequent listeners to podcasts. This is higher than the number of listeners in Western countries including the UK, US, and Canada.

President and co-founder of content creation studio Tenderfoot TV Donald Albright spoke to PodPod about investing into the company’s first Spanish-language scripted podcast last year, Ciudad Mágica, in partnership with podcast network Sonoro. The podcast allowed the company to expand towards an international audience within a huge market in the US and abroad.

“I think there's levers that can be pulled and I think you see a lot of studios launching sub-studios or production companies within their network to focus on Spanish language, it's just a mathematical equation, right?” said Albright. “Look at the population breakdown, look at the breakdown of who owns smartphones and then look at the listenership of podcasting, and we can very easily see that this is the percentage of the population, this is the percentage of podcast listenership; whatever that gap is, that's the unfilled potential.”

“I think there's a lot of room to grow there just by looking at it and by doing the maths.”