Ikon to adopt first conversational advertising program with SAY Media
SAY Media today announced that Ikon Communications has become the first agency to launch a new conversational advertising campaign in Australia with SAY Media on behalf of shopping centre giant Westfield. SAY Media made the announcement today as part of the global media company’s official launch into the Australia and New Zealand market.
Ikon will use a conversational campaign to take Westfield’s existing online advertising and distribute it across a network of sites capable of reaching more than two million fashion conscious women. The conversational campaign will embed video, polls, carousel catalogues and reader-participation competitions into SAY’s platform on Westfield’s behalf to spark conversations with 18-34 year old women about their personal fashion challenges and aspirations. The conversational campaign will run until June.
While Westfield is the first brand to adopt a conversational campaign in Australia, it joins other Australian-based brands, including Telstra, Johnson and Johnson, Amex and Paramount Pictures, who already advertise with SAY Media’s network of media properties.
Internationally, global brands such as Unilever, Microsoft, Kraft, Proctor and Gamble, began engaging in conversational campaigns soon after SAY Media launched in the U.S. last September. Collectively, SAY Media’s network reaches 400 million global unique users, which includes eight million Australian users.
“SAY Media helps innovative marketers create deep, engaging brand experiences at scale,” said Duncan Arthur, General Manager of SAY Media Australia. “Marketers want their brands talked about and we can connect them with the most passionate and motivated audiences on the web today.”
Ellie Rogers, National Digital Director at Ikon Communications, noted “The SAY Media unit provides a powerful, user-initiated branding tool that puts consumers in control of the conversations they have with major brands. On the whole, advertisers use banners as a press extension mechanic to broadcast a message to consumers. It’s really interesting to see the ‘boring old banner’ re-invigorated with the power of real time, multi dimensional conversations.”
SAY Media launched in September last year as a merger of VideoEgg, the online digital advertising company, and Six Apart, the social publishing platform. As one company, SAY Media provides publishing technology and media services to influential creators and passion-based communities across key consumer interest areas such as family, sports, entertainment and technology.
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About Say Media
SAY Media is a global media company that helps passionate, independent content creators publish, build an audience, and earn a living. The company delivers publishing technology and media services to influential creators and passion-based communities across key consumer interest areas such as family, sports, entertainment and technology. With expertise in social publishing, distribution and authentic digital marketing, SAY Media enables today’s leading online voices and top consumer brands engage with more than 400 million people around the world. The company is headquartered in San Francisco, with offices across North America, in the UK and Australia.
For more information visit www.saymedia.com.