The Hookit “HVM” Tool for
Digital and Social Media Valuation Wins 
the Direct Marketing Association of America’s 2016 Marketing
Innovation Award

The game-changing HVM Platform
will be featured at The Annual DMA &THEN Marketing Convention in Los
Angeles on October 16


Solana
Beach, CA (October 4, 2016)
Hookit,
a data-driven sponsorship intelligence platform, has been named by the Direct
Marketing Association of America (DMA), the leading U.S. data and marketing
association, as the winner of its prestigious 2016 Innovation Award in the Measurement
and Attribution category for its disruptive Hookit Valuation Methodology
(“HVM”).

“Today’s marketing ecosystem is changing and evolving at an
incredible pace, and marketers are constantly in search of the next technology
or solution to help them reach their customers,” said Paul McDonnough, DMA’s VP of Conferences
& Events. “DMA’s Innovation Awards highlight the martech solutions
that drive relevance, responsiveness and results for marketers. This year’s
Innovation Award winners represent the best of the adaptive and pioneering
spirit that is reinventing how marketing is practiced in the digital media
environment.”

The HVM tracks, measures and values overall
engagement generated around sponsorship assets across digital and social media
platforms. Unlike social listening tools which track text-based trends on
individual platforms, the HVM measures value across multiple social and digital
platforms by analyzing overall engagement, including mentions, hashtags, and
brand logos using image recognition tools within photos and videos. The
sophisticated HVM algorithm provides an earned media value to companies looking
to gauge the success of their marketing programs.

The DMA 2016 Innovation Award for Measurement and Attribution
recognizes superior solutions that allow accurate and timely
measurement that also enable marketers to make more informed decisions about
the allocation of their investments in real time when necessary. These
technologies go beyond last-click attribution to provide greater accountability
and measurement of the value of each marketing contact that contributed to a
desired outcome, enabling marketers to more clearly understand what’s working
and what’s not.

Hookit customers are doing just that. Last summer, the Canadian
Olympic Committee deployed the HVM during the Rio games via live dashboards
that tracked the value for sixteen corporate sponsors, a first for any National
Governing Body in Olympic Sports. The verified engagement data provided real time content and insights which enabled the
proactive Team Canada marketing staff to make on the fly adjustments to maximize
valuable engagement around their athletes and sponsors.

“More
than half of companies that invest in sponsorships and events fail to measure
their performance and impact,” says Scott Tilton, CEO of Hookit. “Our
measurement tools start where traditional television and print media
measurement expertise ends. Our disruptive, innovative and verified engagement
valuation platform for the social and digital media landscape identifies
previously unmeasured value created for brands, sponsors and rights holders.”

Hookit has been on an impressive new customer acquisition
path since launching the valuation methodology in December 2015. Over the last four
months, Hookit’s best-in-class customer base has grown from long time partners
GoPro, Monster Energy, and Suzuki, to include top-notch clients including; the
Cleveland Cavaliers, the Los Angeles Lakers, the Canadian Olympic Committee,
The US Ski and Snowboard Team, Major League Soccer on behalf of the Copa
America Soccer Tournament, NHRA, the LPGA as well as top notch brands like
Motul Oil, Dunlop Tire, Vans Footwear and the KAABOO music festival.

The DMA Marketing Innovation Award will be presented to
Hookit on October 16 at &THEN,
DMA’s annual event which brings together thousands of global marketers.

For more information
connect at
hookit.com/business, Twitter,
Facebook,
and
Instagram.

About Hookit

Based
in San Diego, CA, Hookit offers the most comprehensive and exacting data
analytics platform for establishing and tracking the value of
individuals/athletes, teams and events across the sports and entertainment
industries. Through its proprietary platform and Hookit Valuation Methodology
(HVM), Hookit brings athletes, teams, brands, agencies, events, leagues and
federations together in mutually beneficial partnerships. Hookit’s blue- chip
client roster includes GoPro, Monster Energy, the Canadian Olympic Team, Cleveland
Cavaliers, IMG, KC Royals, IMG, Incipio, Puma, LPGA, and NBC Sports. For more
information, visit
prod.hookit.com/business.

About The DMA

Founded in 1917, DMA is the community that
champions deeper consumer engagement and business value through the innovative
and responsible use of data-driven marketing. DMA’s membership is made up of
today’s leading tech and data innovators, brand marketers, agencies, service
providers and media companies. By representing the entire marketing ecosystem –
from demand side to supply side – DMA is uniquely positioned to bring win/win
solutions to the market and ensure that innovative and disruptive marketing
technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry
and serves its members through four principal pillars of leadership: advocating
for marketers’ ability to responsibly gather and refine detailed data;
innovating to bring solutions forward for marketers’ most vexing challenges;
educating today’s marketers to grow and lead marketing organizations in the
ever-increasing omnichannel world; and connecting industry participants to stay
current, learn best practices and gain access to emerging solutions through &THEN– the largest
global event for data-driven marketing – and DMA’s portfolio of other live
events. For more information, visit
andthen.thedma.org.

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