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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...