Home  › Social › Social Media
saymedia

VideoEgg to Buy Six Apart, Rebrand as Say Media

  |  September 21, 2010   |  Comments

With its new name, the company will emphasize its focus on social media.

saymediaAd network VideoEgg will acquire Six Apart, owner of the MovableType and TypePad publishing platforms as well as a sizable social media ad network, and rebrand as Say Media. The combined company will boast 345 million monthly global unique users.

For VideoEgg, the new company name will emphasize its focus on social media and will dissociate it from the video ad space in the minds of media buyers.

"It pigeonholed us," said VideoEgg President Troy Young. "People thought we were a streaming media network, which we weren't. And VideoEgg, while a spirited name, didn't feel like the mature media company we wanted to be."

Six Apart CEO Chris Alden will step down when the transaction is completed in approximately 60 days, but most of the firm's other senior management will transition to roles at Say Media. Say Media's total headcount after the sale will be over 200, and its base of operations will be in San Francisco. Financial terms were not disclosed.

The main driver of the acquisition was scale in social media. Six Apart's ad network reached approximately 90 million U.S. unique users on thousands of sites in April, according to comScore. In May the company unveiled an ad product, TypePad Conversations, that uses sponsored questions to help brands leverage that audience in meaningful ways.

Of course VideoEgg will also take possession of a 10-year-old publishing platform, once the toast of the blog community. Since then its prestige has been gradually diminished by the rise of other community publishing platforms, among them WordPress, Drupal, Tumblr, Posterous, and Twitter. Young said under Say Media, the publisher tools will continue to evolve as a media platform.

The two companies share one board member and have collaborated on ad formats going back at least to summer 2009, when Six Apart began selling a VideoEgg ad format. A recent Business Insider report suggested the two companies had been pressured by investors to merge, but Troy Young denied that. He said the company had been looking at possible acquisition targets for six months.

"This was a long process of two independent companies talking about how one plus one equals three," he said.

A new website will launch on Wednesday at SayMedia.com.

 

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...