Dotdigital Acquires Influencer Marketing Platform Social Snowball
Why we think this is very good
The acquisition of Social Snowball is a positive strategic move for Dotdigital, as it strengthens the company's all-in-one customer experience and data platform (CXDP) by adding complementary capabilities in the fast-growing influencer, affiliate and referral marketing segments. The transaction is expected to be immediately earnings enhancing, with a complementary SaaS business model and equivalent margin profile to Dotdigital's existing operations. The acquisition aligns with Dotdigital's growth strategy and diversifies its partner channel, particularly in the e-commerce sector, which represented 30% of Group revenue in H1 FY25.
Key Points
- Adds complementary capability to Dotdigital in the fast-growing influencer, affiliate and referral marketing segments
- Social Snowball has over 1,500 active subscription-based customers, including G Fuel, Blume and True Classic, strengthening Dotdigital's Shopify channel partner foothold
- Extends capability of Dotdigital's all-in-one CXDP platform, strengthening the Group's competitive positioning and increasing its total addressable market
- Expected to be immediately earnings enhancing, with a complementary SaaS business model and an equivalent margin profile to the existing Group
- Total consideration of up to USD $35m, comprising an initial cash payment of USD $20m and an earnout of up to USD $15m dependent on performance
Summary
Dotdigital Group plc (AIM: DOTD) has announced the acquisition of Social Snowball, a US-based influencer, affiliate and referral marketing platform for e-commerce brands. The total consideration for the acquisition is up to USD $35m, comprising an initial cash payment of USD $20m and an earnout of up to USD $15m dependent on performance.
The acquisition is expected to be immediately earnings enhancing for Dotdigital, with Social Snowball reporting revenue of USD $3m in FY24 and a run rate of over USD $5m at the time of acquisition. The transaction strengthens Dotdigital's cross-channel marketing automation capabilities and expands the Group's reach into the fast-growing influencer, affiliate and referral market, which is projected to grow to an estimated USD $5.77 billion by 2032.