Dentsu makes another play for sports marketing sector

Josh McDonnell
By Josh McDonnell | 22 June 2018
L to R: Aaron Tobin, Simon Ryan and Matt Connell

Dentsu Aegis Network (DAN) has revealed its latest acquisition, Klip Desk – a new technology business that allows clients to capture and measure live content across all digital media.

The b2b enterprise software enables sports rights owners to automate real time delivery and commercialisation of their highlights via a product called Klip Studio.

Klip Desk will become part of DAN's global lifestyle marketing arm MKTG.

“Klip Desk addresses a very real need for rights holders to automate the curation and distribution of content across digital channels, unlocking future capability to fully track and measure all brand and logo exposure for sponsors," MKTG Australia national MD Matt Connell says.

The Klip Studio product officially launched this month, with strategic agreements in place with existing partners of MKTG, and aggressive growth plans across Australia and the globe, including establishing a presence in Asia in the near future.

As part of the deal, Klip Desk founder, Aaron Tobin, will now report to Connell.

“For Dentsu Aegis, our partners and our clients, the acquisition of Klip Desk signals a huge step forward, and I expect it to bring us a real advantage over our competitors in the sports content and sponsorship space," DAN ANZ CEO, Simon Ryan, says.

Most recently, MKTG entered into a five-year partnership with the Football Federation of Australia, to create FFA Media Powered by MKTG.

MKTG is now responsible for commercialising the FFA Digital Network, including the "My Football Live App", while also leading the commercial strategy and operations for the network.

As part of the FFA Media Powered by MKTG deal, MKTG will provide FFA with a complete and end-to-end digital marketing solution approach.

The partnership has been created to drive growth of the FFA Digital Network for the benefit of fans, participants and the Federation’s clubs and commercial partners.

In its quest for greater personalisation in media planning and ad targeting, DAN also launched what it calls a “true people-based digital advertising” offering.

DAN describes M1 as a people-based planning and activation platform which all of its agency brands can access on behalf of their clients to help with insight, planning, activation and measurement.

In terms of what makes it a “true people-based digital advertising solution”, DAN says ‘true’ refers to the fact that this is ‘truly’ matching data to real people, rather than proxy segmentations underpinned by web-browser cookies alone.

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