Demand Media Buys IndieClick, RSS Graffiti

Demand Media, the California-based, listed online advertising company, acquired a pair of companies, it announced Tuesday. The company acquired Los Angeles-based IndieClick, an online advertising company, and RSS Graffiti, an advertiser that primarily engages consumers via Facebook. Double M Capital was the financial adviser and Sullivan & Triggs was the legal adviser to IndieClick in the transaction with Demand Media. Specifics on each deal were not publicized.

PRESS RELEASES:

Acquisition Empowers Advertisers to Engage with Specific, Socially-Active Consumers Where they Play
SANTA MONICA, Calif.- Demand Media® (NYSE: DMD) today announced the acquisition of Los Angeles-based IndieClick, a premium online advertising company that specializes in connecting brands with passionate and engaged consumers. IndieClick’s innovative multi-platform advertising campaigns deliver impactful, integrated brand experiences. The acquisition complements Demand Media’s strategy to connect advertisers and consumers around unique content and compelling web experiences and expands the size and reach of its direct ad sales force.
“We built our business by listening to consumers, who are using independent websites more each day. It’s a natural progression that marketers want to augment established online channels to find more engaged consumers enjoying these independent web experiences”
IndieClick represents a curated portfolio of important online destinations in the comedy/humor, entertainment, film, music, lifestyle, and fashion categories that are especially relevant to enthusiasts, with a focus on the 18-34 year-old demographic. As mainstream media continues to fragment, marketers and advertisers are following suit. IndieClick provides brands and marketers with the transparency that allows them to participate in the ongoing, consumer-driven conversations via fresh, fun and innovative campaigns. As the web becomes more independent, IndieClick leverages its inventive approach to ad units, audiences and an overall spirit that more advertisers are trying to capture on the web.
“We built our business by listening to consumers, who are using independent websites more each day. It’s a natural progression that marketers want to augment established online channels to find more engaged consumers enjoying these independent web experiences,” said Joanne Bradford, chief revenue officer at Demand Media. “IndieClick has a knack for identifying fresh and compelling online content, while delivering brilliant creative that connects marketers to these untapped, yet passionate consumers.”
Advertisers such as Mazda, Schick, Hornitos, and Coachella Music and Arts Festival, as well as numerous film and music companies have all leveraged IndieClick’s capabilities that include rich media, multi-platform premium display advertising, media planning and creative services, in addition to transparent and deep publisher integration. The company’s internal creative group builds unique, first-to-market ad products to help create truly innovative campaigns.
“Core to both companies is a deep focus on understanding consumers,” said Peter Luttrell, CEO of IndieClick. “We have been successful because we understand specific, hard-to-reach audiences better than anyone in the industry – and that translates into the development and execution of incredibly successful campaigns that work well for marketers, publishers and consumers alike.”
The IndieClick team will immediately enhance Demand Media’s ability to monetize its audience on Cracked®, the most visited humor site on the web (comScore US), with a large 18-34 demographic. Additionally, advertisers on Demand Media properties will have immediate access to this hard to reach demographic across the IndieClick publisher network.
Double M Capital was the financial adviser and Sullivan & Triggs, LLP was the legal adviser to IndieClick in the transaction with Demand Media.
For additional information about partnering with IndieClick as a publisher or advertiser, please go to www.indieclick.com.
About IndieClick
IndieClick helps advertisers reach an influential audience of nearly 30 million unique visitors in the US through innovative ad formats – including rich media, video, mobile and social media – that are integrated onto carefully selected destinations. IndieClick’s publisher network has the highest concentration of young adults age 18-34 according to comScore and serves more than two billion ad impressions to this audience. For additional information about IndieClick, please visit: www.indieclick.com.

Demand Media Acquires RSS Graffiti
RSS Graffiti’s Talented Engineering Team and Popular Facebook Application to Help Accelerate Demand Media’s Social Publishing Strategy
SANTA MONICA, Calif.-Today, Demand Media® (NYSE: DMD) announced the acquisition of RSS Graffiti, a Los Angeles-based developer of social media products. Launched in 2009, RSS Graffiti’s free Facebook application has become one of the most popular ways for publishers to program their Facebook pages with content from websites, blogs and other social platforms such as Twitter and YouTube. During July 2011, over 600,000 brands, online publishers and individuals shared more than 60 million pieces of content with their Facebook friends and fans using the RSS Graffiti application.
“As a cornerstone of our social publishing strategy, RSS Graffiti enables us to partner with a large and growing number of Facebook publishers.”
“RSS Graffiti is already a vital link between publishers and their audiences on Facebook. With the help of RSS Graffiti’s skilled engineering team, we intend to rapidly add new features that will make this useful product even more valuable to publishers and brands,” said Richard Rosenblatt, chief executive officer at Demand Media. “As a cornerstone of our social publishing strategy, RSS Graffiti enables us to partner with a large and growing number of Facebook publishers.”
RSS Graffiti simplifies and automates the posting of updates to Facebook pages. Publishers configure the application to check their websites, blogs, Twitter streams and other social platforms for fresh content. The application then automatically posts the content to the publisher’s Facebook page and to the activity stream of the publisher’s friends and fans at scheduled intervals.
“As content discovery and interaction continues to shift to social channels like Facebook, publishers will want more sophisticated insights and functionality to help them grow and engage their audiences socially,” said Ryan Hoffman, chief executive officer at RSS Graffiti. “They will want to know what their audiences are interested in and what they should share with their fans. With the help of Demand Media, we can accelerate the development of this sort of advanced functionality.”
RSS Graffiti is free and available on Facebook or through the company’s website at www.rssgraffiti.com.
About RSS Graffiti
RSS Graffiti is a developer of social media products. Over 600,000 brands, online publishers and individuals use RSS Graffiti’s free Facebook application to publish more than 60 million pieces of content to Facebook each month. The application simplifies the management of multiple websites and social presences by automatically syndicating content to Facebook from websites, blogs and social platforms like Twitter and YouTube. For additional information, please visit www.rssgraffiti.com.
About Demand Media
Demand Media, Inc. (NYSE: DMD) is a leading content and social media company that serves consumers, advertisers, publishers and creative professionals with a diverse portfolio of properties, products and services. Through brands like eHow, LIVESTRONG.COM, Cracked and typeF, Demand Media informs and entertains one of the internet’s largest audiences every month, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Kirkland, WA; Austin, TX; Chicago, IL; New York, NY; and London, UK. For more information about Demand Media, visit:www.demandmedia.com.
© 2011 Demand Media, Inc.
Demand Media, Inc. (NYSE: DMD) is a content and social media company that serves consumers, advertisers, publishers and creative professionals with a diverse portfolio of properties, products and services. Through brands like eHow, LIVESTRONG.COM, Cracked and typeF, Demand Media informs and entertains one of the internet’s largest audiences every month, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Kirkland, WA; Austin, TX; Chicago, IL; New York, NY; and London, UK. For more information about Demand Media, visit:www.demandmedia.com.