Ad network VideoEgg has acquired blogging network Six Apart, forming a new company called Say Media.
Terms of the deal were not released, but the new company now counts 300 employees and boasts a global audience of 345 million–16.3 million of which are in Canada.
VideoEgg launched in 2005 and became an ad network specializing in online video. Six Apart started in 2001 and owns the popular blogging software Moveable Type and blog hosting service Typepad. The companies said their combined expertise brings together influential voices and their communities to enable advertisers to reach and engage the social consumer.
Say Media CEO Matt Sanchez, formerly CEO of VideoEgg, said in a statement that the company is a platform for a new era.
“Media has fundamentally changed and the new models can’t be ignored,” he said. “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. Say Media is a media company designed to meet these new challenges and help advertisers find systemic ways to garner attention.”
Say Media claims it reaches 2.6 million Canadian moms, nearly 3 million kids and teens, and 2.4 million male consumers in the 18-34 demographic.
“VideoEgg’s history of delivering rich ad content gets really interesting when combined with the scale Say offers in key verticals like women, parenting and young men,” said Omnicom Digital CEO Jonathan Nelson, in a release. “Add Six Apart’s social publishing technology and they will have the ability to make content an integrated part of the offering. This is a timely proposition for media and creative agencies looking to move beyond banners.”
