Beyond monetisation, the partnership aims to develop advanced audience analytics to boost campaign performance.
Podeo, the podcast platform in the Middle East and North Africa, has entered into an exclusive partnership with SMC Group to transform podcast advertising across the region. Under the agreement, SMC Group will serve as Podeo’s exclusive advertising sales partner in the UAE and Saudi Arabia, aiming to create a new standard for digital audio advertising.
The partnership was officially signed during a ceremony in Dubai, with Podeo Founder and CEO Stefano Fallaha and SMC Group’s Media Executive Director Michel Bayeh in attendance, alongside senior figures from both organisations. The collaboration is set to reshape the podcasting landscape by connecting content creators with premium brand advertisers and delivering high-impact, emotionally resonant ad experiences.
Podeo stands out as the region’s only podcast platform purpose-built to help creators scale their audience, gain visibility and monetise their work effortlessly. Through its proprietary technology, some creators on Podeo have already surpassed AED 100,000 in monthly income by leveraging targeted audio advertising. The platform is designed to turn podcasts into sustainable revenue channels without requiring extra effort from creators.
With strategic partnerships across major media outlets, including the Saudi Broadcasting Authority, beIN Sports, and Saudi Airlines, SMC brings extensive market expertise and reach to the collaboration.
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.”
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 monetisation across MENA with more efficient, data-driven solutions.”
Together, Podeo and SMC Group continue to supercharge the future of media monetisation in the region. 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.
