EBU calls on Brussels to protect direct access to radio in vehicles
Podeo has named SMC Group its exclusive advertising sales partner in the United Arab Emirates and Saudi Arabia. Both companies describe this partnership as a strategic effort to expand podcast monetization across the Middle East and North Africa.
The agreement was signed at a ceremony in Dubai, attended by Podeo Founder and CEO Stefano Fallaha and SMC Group Media Executive Director Michel Bayeh, along with senior representatives from both organizations.
Fallaha 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.”
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.
Stefano Fallaha
Podeo says it is the largest podcast platform in the MENA region and the only one built to help creators grow, get discovered and earn revenue. The company claims some podcasters on its platform have generated more than AED 100,000 per month through targeted audio advertising.
SMC Group, which offers digital advertising and integrated marketing services, says its commercial reach — including partnerships with the Saudi Broadcasting Authority, beIN Sports, Saudi Airline, Mawdoo3 and Webedia — positions it to expand the impact of Podeo’s ad inventory.
Bayeh said, “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.”
Both companies say the partnership will support the development of a data infrastructure to improve audience insights and campaign performance, in line with wider growth in targeted audio advertising.
These stories might interest you
Platform Media forms content supergroup through merger
