- iHeartMedia (NASDAQ: IHRT) announced this week that it is buying Voxnest, which is the leading consolidated marketplace for podcasts and provider of podcast analytics. These are the details.
iHeartMedia (NASDAQ: IHRT) announced this week that it is buying Voxnest, which is the leading consolidated marketplace for podcasts and provider of podcast analytics, enterprise publishing tools, programmatic integration, and targeted ad serving. iHeartMedia owned a minority stake in Voxnest prior to the acquisition.
Through this acquisition, iHeartMedia will now be able to provide podcast advertisers with the additional targetable inventory at scale by allowing the effective and efficient monetization across an entire range of podcast inventory on this programmatic platform.
The additional inventory will increase the monetization of iHeartMedia’s full range of podcasts and advance the podcast marketplace for both buyers and sellers. And iHeartMedia will also be able to drive greater monetization for creators of podcast content – wherever they currently publish their shows – by connecting Voxnest’s advanced advertising technology with multiple publishing platforms across the industry.
The company’s iHeartPodcast Network has over 750 original podcasts spanning every category from business, sports, spirituality, and technology to entertainment, family, comedy and true crime including successful podcasts of like “Stuff You Should Know,” and hits like “The Ron Burgundy Podcast” and the “Atlanta Monster” series as well as over a hundred shows from its on-air talent like the popular “Bobbycast” and “The Breakfast Club” on-demand podcasts.
Plus iHeartRadio has partnered with some of the biggest names in entertainment to launch podcast slates including long-term podcast ventures with Shondaland Audio and Shonda Rhimes, Grim & Mike and Aaron Mahnke, the Big Money Players Network and Will Ferrell, and The Black Effect, in partnership with Charlamagne Tha God, to extend the reach of established podcasts and create a vast array of iHeartRadio Original Podcasts for millions of fans. iHeartPodcasts are distributed on all major podcast platforms, including the iHeartRadio app.
KEY QUOTES:
“This is an important addition to the iHeart digital product ecosystem, which includes our SmartAudio suite of data-driven broadcast radio advertising solutions; our position as the No. 1 commercial podcast publisher with massive distribution and promotion across all our broadcast assets; and the iHeartRadio digital platform. The addition of iHeart’s offerings to Voxnest will ensure critical mass for the platform and accelerate its growth. As we continue to invest in podcasting and lead the industry, we anticipate this acquisition will have an important impact on iHeart’s ability to more fully monetize its podcast inventory, and will also benefit the other podcast publishers that are part of the Voxnest network and the advertisers who are using it.”
— Bob Pittman, Chairman and CEO of iHeartMedia, Inc.
“We’re excited about the growth potential from this unique combination. The podcast marketplace has been fragmented, with supply and demand spread across multiple platforms – creating scale challenges for marketers who want to buy podcasts. And despite the massive growth of the podcast industry, with more than 100 million Americans listening to a podcast every month now, podcast creators and networks have not had an effective way to fully monetize their content and brands. With this combination, for the first time there will be one podcast technology platform that can bring together all of the demand sources with the largest supplier of podcast inventory – creating the only podcast technology platform that consolidates all the podcast markets into one, making buying more efficient for buyers and sellers of podcast advertising, and creating a unique benefit for the 10,000+ podcast publishers that are part of the Voxnest network today.”
— Francesco Baschieri, CEO of Voxnest
