Podeo and SMC Group have entered into a partnership aimed at developing the podcast advertising market across the Middle East and North Africa. As part of the agreement, SMC Group will act as Podeo’s exclusive advertising sales partner in the UAE and Saudi Arabia.
The collaboration focuses on strengthening the digital audio advertising ecosystem in the region. By linking podcast creators with advertising opportunities, both parties seek to help brands connect with audiences through content that resonates in a more personalised media format.
Commenting on the partnership, Stefano Fallaha, Founder and CEO of Podeo, said, “At Podeo, we’ve built the infrastructure to make podcast advertising effortless and powerful. This partnership is about unlocking podcasting’s true potential for brands and agencies, delivering undivided attention, authentic engagement, and measurable, long-lasting impact at scale.”
Podeo’s platform offers podcast creators tools to grow their presence, reach wider audiences, and generate revenue through targeted audio ads. Its proprietary technology is designed to support creators in building sustainable income models.
SMC Group brings to the partnership a background in media sales and access to a broad network, including partnerships with organizations such as the Saudi Broadcasting Authority (SBA), beIN Sports, Saudi Airline, Webook, Mawdoo3, and Webedia. The company will work to expand the reach of Podeo’s advertising inventory and explore new formats for advertiser engagement.
Michel Bayeh, Media Executive Director at SMC Group, added, “This partnership underscores SMC’s ongoing commitment to advancing the media landscape through smart, high-performance platforms. By aligning with Podeo, we’re not only enhancing our digital offering but also supporting the expansion of podcast monetization across MENA with more efficient, data-driven solutions.”
In addition to expanding reach, the partnership includes plans to develop data infrastructure aimed at improving audience insights and campaign effectiveness. Both companies see the initiative as part of a broader trend toward more targeted and measurable forms of audio advertising.
This partnership also sets the stage for developing an advanced data infrastructure to enhance audience insights and campaign performance, supporting the rise of targeted audio advertising, one of the fastest-growing ad channels globally.
The agreement was formally signed at a ceremony in Dubai, attended by Stefano Fallaha, CEO & Founder of Podeo, Michel Bayeh, Media Executive Director at SMC Group, and senior representatives from both parties.
