Alloy Digital, the company behind YouTube’s young-adult oriented SMOSH and Clevver Media networks, last month received $30 million in Series A financing from ABS Capital to fuel growth and already is putting it to use. The companies say the deal to acquire Digital Broadcasting Group‘s video syndication network will give Alloy a reach of nearly 80 million unique viewers monthly and deliver more than 1.5 billion monthly streams. Here’s the release:
(New York, NY) April 17, 2013 – Alloy Digital, LLC (“Alloy Digital” or the “Company”), a leading next generation media company, recognized for its portfolio of top-ranked content brands and proprietary networks, today announced that it has signed a definitive agreement to acquire Digital Broadcasting Group (“DBG”), one of the foremost distributors, creators, and producers of premium content and video advertising across digital media platforms. The transaction creates a powerful digital force by combining DBG’s massive video syndication network with Alloy Digital’s top-ranked digital distribution network, which includes some of the most popular digital entertainment brands.
DBG brings to Alloy Digital a strong portfolio of in-stream video partners across 2,600 publishers, its proprietary CLiP syndicated video player featuring original daily content programming, and a suite of innovative pre-roll ad units. Combined, the Company will reach nearly 80 million unique viewers monthly across its dedicated video platforms, according to ComScore Video Metrix, and deliver more than 1.5B monthly streams. The joined distribution assets significantly strengthen Alloy Digital’s “all under one roof” vertically integrated capabilities, which encompass its leading owned content brands, which live on multiple dedicated screens with extensive social media reach, as well as talent management, content development, and production across all media platforms.
In addition, the acquisition further bolsters Alloy Digital’s advertiser-focused category offerings across key demographics and existing consumer segments, which currently encompass Women’s Lifestyle, Men’s Lifestyle, Comedy, Entertainment and Gaming. The combined assets also provide Alloy Digital with immediate entry into new category platforms such as Sports, Tech, Health and Travel, as well as extending its market reach beyond its core P12-34 audience. The Alloy Digital Network, which includes owned content brands SMOSH, ClevverTV, Crushable, The Gloss, Gurl, Teen and The Escapist, among other premium partners, reaches more than 90 million consumers monthly, according to ComScore, and counts more than 30 million social media followers across its multiple profiles.
“This acquisition instantly creates a powerhouse modern media company, building on a platform agnostic content and distribution model that reflects the rapid pace of change in consumer media consumption,” stated Matt Diamond, CEO of Alloy Digital. “In a short period of time, Alloy Digital has grown multiple entertainment brands that now reign among the digital generation’s most favored. With the added muscle of DBG’s impressive video and CLiP platform we are further realizing a vision for delivering compelling content directly to both consumers and advertisers and effectively monetizing the value of our top content brands in a new media world.”
DBG CEO and co-founder, Chris Young, along with co-founders Rick Kleczkowski and Joseph Gomes, will join the Alloy Digital leadership team with Young heading marketing as Chief Marketing Officer.
“The combination of our distribution channels and complementary assets creates an even more powerful and diversified media portfolio that delivers innovative brand experiences with unmatched scale,” commented Mr. Young. “With growing market demand for contextual video programming and targeted pre-roll, we are energized to bring our clients and partners a nimble new model under Alloy Digital that truly meets any campaign objective and budget.”
The purchase of DBG follows ABS Capital Partners’ recent $30 million Series A investment in Alloy Digital, joining existing investor ZelnickMedia/ZM Capital. Alloy Digital has been on an aggressive acquisition spree over the past two years. Since July 2011, the Company has acquired five strong content creators, starting with SMOSH, an online leader in teen and young adult comedy content and the #1 most subscribed YouTube channel in the world, in July 2011; Generate, a next generation studio and talent management company, in January 2012; B5 Media, one of the fastest-growing women’s lifestyle digital publishing and media networks, featuring sites such as The Glossand Crushable, in April 2012; Clevver Media, YouTube’s top entertainment news provider, including its flagship channel ClevverTV which recently surpassed 1B views, in June 2012; and The Escapist, a leader in video game culture and the modern day interests and lifestyle of the digital generation, in November 2012.
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