Brand engagement pioneer VideoEgg has announced that it has agreed to acquire Six Apart, the leader in conversational media, to form SAY Media, a modern media company. SAY Media brings together influential voices and their communities to enable advertisers to reach a global audience of 345 million (according to comScore’s global projections for VideoEgg and Six Apart as well as comScore’s measurement of total unduplicated audiences in US, Canada and the UK.) The company provides systemic ways for advertisers to engage the social consumer in an era when attention is scarce and interruptive ad models are less effective.
Connecting rich experiences with attentive audiences. The new entity combines VideoEgg’s engagement technologies with Six Apart’s social publishing platform to power advertising campaigns that are more conversational and interactive. Through the creation of social hubs and influencer-driven custom content programs linked to the innovative AdFrames offering, SAY Media delivers engagement across display and mobile. The result is advertising that is more efficient, useful and social.
“Media has fundamentally changed and the new models can’t be ignored. Content consumption patterns are being driven by social connections and new types of content creators and aggregators from Huffington Post to Perez Hilton to Angry Birds have built passionate audiences and grown strong media businesses out of the change,” said Matt Sanchez, CEO. “SAY Media is a media company designed to meet these new challenges and help advertisers find systemic ways to garner attention.”
Reaching an audience of 16.3 million in Canada — 66% of the online population — through a powerful collection of influential creators, passion-based communities and engaging sites. SAY Media reaches 2.6 million moms, more than Disney Online and 3 times the reach of the CafeMom Network. With nearly 3 million kids and teens, SAY Media reaches 63 percent of that online population and when it comes to the desirable male 18-34 demographic, SAY Media reaches 2.4 million or 72 percent of that audience. Overall, SAY Media’s total audience will rank fifth in comScore’s Top 100 Canadian Properties, #1 in Blogs and #2 in Conversational Media, second only to Facebook. (Source: Demographic reach figures are SAY Media calculations based on comScore’s Canadian Media Metrix Key Measures and Audience Duplication for VideoEgg and Six Apart, July 2010. Women are defined as 18+ with children.)
“SAY Media continues Six Apart’s mission to make passionate creators successful. Whether on TypePad or another platform, developing a game or an application, the company will empower people to create great content and make money doing it. This acquisition marks a new beginning as we launch a modern media company centered on the creators, the content, and the audiences that are redefining media,” according to Mena Trott, Six Apart co-founder and SAY Media board member.
A platform for a new era. Media is changing faster than advertising, moving fluidly across devices and social platforms, and authored by a new breed of passionate, niche creators. Advertising technologies have not kept pace with the change. By creating better approaches to distribute, integrate and measure advertising experiences, The Say Media Platform will enable more brands to realize the potential of digital media, and enable more creators to grow audience and benefit from improved economics.