Dentsu Aegis Network (DAN) today announces the acquisition of Klip Desk – a new technology business that is set to revolutionise the way live content is captured and measured across all digital media.

Founded by Aaron Tobin, Klip Desk is b2b enterprise software that enables sports rights owners to automate real time delivery and commercialisation of their highlights via a product called Klip Studio.

It also provides a platform to effectively understand the value of sponsorship within these highlights via the Klip Logic product.

On joining DAN, Klip Desk will align to the network’s global sports and lifestyle marketing business, MKTG, and be known as ‘Klip Desk, Linked by MKTG.’

Aaron Tobin will report to MKTG’s National Managing Director, Matt Connell.

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.

Due to launch in October is Klip Logic – a product that tracks and measures the true value and impact of brand sponsorship within digital highlights through its custom blend of machine learning and AI.

Klip Logic will give brands a new understanding of how their content is performing online and provide unprecedented insight into sponsorship value.

Dentsu Aegis Network ANZ CEO Simon Ryan said, “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.”

MKTG Australia national managing director Matt Connell said, “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.

“The potential here is significant; we anticipate Klip Desk could help us to capture up to 20% of unclaimed value for sponsors in this space.”

Klip Desk founder, Linked by MKTG, Aaron Tobin said, “In recent years, consumption of sport content has changed dramatically, but the capture, distribution and interpretation of viewer data has not kept pace.

“I am passionate about innovation in the sports marketing space, and created Klip Desk to address this need head on.

“I am thrilled to be joining Dentsu Aegis Network, as I believe they have the capability and global network to fully realise the potential of Klip Desk.”