What: Digital media companies Alloy Digital and Break Media are merging to create Defy Media, so as to reach the coveted 12-34 demographic.
Why is it important: Digital media companies are realizing the need to address the younger generations, so as to create new revenue opportunities and stay relevant in their content choices, because through the expansion of their brand portfolios, they will be growing at the same pace. This also opens an interesting business opportunity for advertisers.
Alloy Digital and and Break Media announced their merger, in order to create Defy Media, a digital-centric media company focused on content creation and delivery to the key 12-34 demographic. With this operation, they intend to target the digital generation across established and emerging media platforms, combining globally recognized media brands and proprietary distribution channels.
Founded in 2004, Break Media is a digital media company and the leader in male-targeted content creation and distribution, while Alloy Digital is a digital media company that produces original online content for the 12-34 age group. Alloy Digital’s proprietary digital media network has ranked top in its category for more than three consecutive years, according to comScore, and attracts more than 90MM consumers each month with reach to over 57% of internet users belonging to said age group.
So, Defy Media unites Break Media’s male-targeted network with Alloy Digital’s influential media brands and video networks, thus achieving a more relevant marketplace position with capabilities in content development, in-house production, multi-screen distribution, talent management, brand partnerships and promotion.
Defy Media signifies a transformative moment, fortifying a multi-faceted media model that’s responding to the changing marketplace and expectations of 12-34 consumers.
–Matthew Diamond, CEO of Alloy Digital
Defy Media’s proprietary media and ad network will combine Alloy Digital and Break Media’s assets, delivering its advertisers unmatched access to consumers across key categories, including entertainment, women and men’s lifestyle, comedy and gaming. The merger amplifies Defy Media’s original programming, offering brand partners custom-built and scalable opportunities to align with premium content.