BREAKING: Alloy Digital Acquires Digital Broadcasting Group
Alloy Digital, which owns and operates some of the top-performing channels on YouTube including Smosh, Shut Up Cartoons and ClevverNews, has acquired Digital Broadcasting Group, VideoInk has learned from several sources close to the deal. We’re also told that DBG may take a new name but that it will continue to “function as usual,” operating as an independent subsidiary.
No details on whether ‘business as usual’ also means that DBG CEO Chris Young will keep his chief executive title, or if it will be folded into a new position under Alloy Digital.
Multiple sources also corroborated that “projects are still moving forward” without any hitches.
VideoInk has reached out to Alloy Digital + DBG for comment. Stay tuned.
According to the news which was ‘officially’ distributed this morning, “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.”
Chris Young will also take a new title of Chief Marketing Officer.
Last month Alloy Digital raised $30 million from ABS Capital. At that time, Alloy Digital CEO Matt Diamond said the funding would allow the company to “rapidly accelerate future growth by adding complementary, relevant properties and talent appealing to the tastes and shifting consumption behaviors of P12-34 digital consumers.”
This also followed a pretty aggressive acquisition spree that saw Alloy acquire Clevver Media and The Escapist in the past year alone to expand its reach on YouTube.
With DBG, Alloy adds another YouTube premium channel, Spaces, as well as a pretty strong off-YouTube presence (which, incidentally, is kind of important to multi-channel networks on YouTube).
DBG works with brands like McDonald’s, Buick and Blue Moon to produce “branded entertainment” programs. The company also creates its own original web programming, from Spaces, its home-and-design YouTube premium channel, to “Dropping the Soap,” an upcoming comedy series executive produced by Jane Lynch and Lisa Kudrow. On the advertising and distribution side of things, the company offers a syndication network, a custom video platform, Clip, an array of video ad units, and other ways for brands to market and distribute their videos.
For DBG, it now has access to the Alloy marketing machine, which isn’t exactly a terrible thing for its brand clients to hear.
Tags: Acquisition, Alloy, Alloy Digital, Chris Young, Clevver, DBG, Digital Broadcasting Group, exclusive