Tom Hardy’s Dug Posted October 19, 2021 Share Posted October 19, 2021 We’ve entered into some sort of deal with this company- digital/AI type stuff, not the Ponzi scheme type NFT pish like the Hobos. Seems to be quite innovative re maximising money from digital branding initiatives. I’d imagine Ann knows her onions re this sort of thing. Quote Link to comment Share on other sites More sharing options...
Tom Hardy’s Dug Posted October 19, 2021 Author Share Posted October 19, 2021 Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. Quote Link to comment Share on other sites More sharing options...
Tom Hardy’s Dug Posted October 19, 2021 Author Share Posted October 19, 2021 We’re hugely proud to welcome Heart of Midlothian FC as our first Scottish client! The Edinburgh based club become the first Scottish Professional Football League side to benefit from our AI-powered digital asset platform. “Hearts is the UK’s largest fan-owned football club and we’re proud of the special connection we have with our fans. The shift to digital we are seeing across society , particularly after COVID, means that more and more of our fanbase is connecting with the club digitally. Through working with Horizm, we will be better placed to understand what this relationship looks like and how we can ensure our following drives commercial returns for the club.” Catriona McCallum, Marketing and Communications Director at Heart of Midlothian FC We’re excited to be working with all the team at Hearts and look forward to helping them maximise the potential of their different digital channels. Quote Link to comment Share on other sites More sharing options...
Auldbenches Posted October 19, 2021 Share Posted October 19, 2021 Are they going to look at improving the club website and things like Hearts tv? I'm still not sure what it is they do. Quote Link to comment Share on other sites More sharing options...
Riccarton3 Posted October 19, 2021 Share Posted October 19, 2021 56 minutes ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. Can't disagree with any of that. On the basis, I didn't understand a word Quote Link to comment Share on other sites More sharing options...
scott herbertson Posted October 19, 2021 Share Posted October 19, 2021 5 minutes ago, Riccarton3 said: Can't disagree with any of that. On the basis, I didn't understand a word In which case when they subliminally persuade you to buy stuff it's no worries for you - you won't notice! 😀 Quote Link to comment Share on other sites More sharing options...
noskillson Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. Dear me..... Made up words is very americanish and the author's ability to confuse, confound and obfuscate is gosh****ing awfulism at it's worst Quote Link to comment Share on other sites More sharing options...
Pans Jambo Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: We’re hugely proud to welcome Heart of Midlothian FC as our first Scottish client! The Edinburgh based club become the first Scottish Professional Football League side to benefit from our AI-powered digital asset platform. “Hearts is the UK’s largest fan-owned football club and we’re proud of the special connection we have with our fans. The shift to digital we are seeing across society , particularly after COVID, means that more and more of our fanbase is connecting with the club digitally. Through working with Horizm, we will be better placed to understand what this relationship looks like and how we can ensure our following drives commercial returns for the club.” Catriona McCallum, Marketing and Communications Director at Heart of Midlothian FC We’re excited to be working with all the team at Hearts and look forward to helping them maximise the potential of their different digital channels. I did read it and I do understand English but somehow, the way these words are put together, I still cant make out what this is all about. Quote Link to comment Share on other sites More sharing options...
ericb Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. I have read that over and over again, and consider myself quite tech savvy, and I don't have a clue what it means. Quote Link to comment Share on other sites More sharing options...
All roads lead to Gorgie Posted October 19, 2021 Share Posted October 19, 2021 If anything sums up gobbledygook that is it 🙄 Quote Link to comment Share on other sites More sharing options...
Auldbenches Posted October 19, 2021 Share Posted October 19, 2021 3 minutes ago, Pans Jambo said: I did read it and I do understand English but somehow, the way these words are put together, I still cant make out what this is all about. Do you think the board just agreed to this as they didn't understand a thing and didn't want to miss out incase it was something worthwhile? Quote Link to comment Share on other sites More sharing options...
1953 Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. There's a wee bit in the middle about 'unlocking new revenues' so sounds like there's money to be made so that's good but other than that I've no idea at all. Quote Link to comment Share on other sites More sharing options...
Pans Jambo Posted October 19, 2021 Share Posted October 19, 2021 Just now, Auldbenches said: Do you think the board just agreed to this as they didn't understand a thing and didn't want to miss out incase it was something worthwhile? No idea mate. I'm a huge fan of just saying what things are. Seems like its 200 words when 10 would have done....probably! Quote Link to comment Share on other sites More sharing options...
Auldbenches Posted October 19, 2021 Share Posted October 19, 2021 Just now, Pans Jambo said: No idea mate. I'm a huge fan of just saying what things are. Seems like its 200 words when 10 would have done....probably! Are they going to look at improving things like Hearts tv and the club website? Quote Link to comment Share on other sites More sharing options...
Rogue Daddy Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. Quote Link to comment Share on other sites More sharing options...
merrymac Posted October 19, 2021 Share Posted October 19, 2021 Used to work in marketing (thankfully retired if this is an example of where things have moved to ). My guess is better matching customer (sports fan)to products, in a more targeted way than the normal sporting sponsorship deal would. Quote Link to comment Share on other sites More sharing options...
redjambo Posted October 19, 2021 Share Posted October 19, 2021 39 minutes ago, Riccarton3 said: Can't disagree with any of that. On the basis, I didn't understand a word Me neither. It's all complete gobbledygook to me, the sort of marketing talk that switches my mind off automatically. Contains the square root of absolutely feck all in explanation of what they will actually be doing. Quote Link to comment Share on other sites More sharing options...
redjambo Posted October 19, 2021 Share Posted October 19, 2021 (edited) 23 minutes ago, Auldbenches said: Are they going to look at improving things like Hearts tv and the club website? Exactly. These are the things we want to know, not a load of nonsensical marketing chat. Edited October 19, 2021 by redjambo Quote Link to comment Share on other sites More sharing options...
Tom Hardy’s Dug Posted October 19, 2021 Author Share Posted October 19, 2021 Real Madrid, Chelsea, Inter Milan all signed up. Increased use of digital platforms by fans/customers paired with AI will help maximise income through those platforms. Quote Link to comment Share on other sites More sharing options...
hughesie27 Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Tom Hardy’s Dug said: Horizm have today officially launched Marketplace, a ground-breaking new platform that is set to continue their disruption of the sports sponsorship industry. Marketplace is an AI-powered platform that aggregates content groups across a range of digital sports inventory, allowing brands to match their audience needs with the digital assets of rights holders and benefit from precise geo-demographic targeting on a flexible, per campaign basis. For rights holders, Marketplace provides a platform to unlock new revenues from their existing digital inventory. At a time when brands are looking for more flexibility from their sports partnerships and are increasingly looking to sport’s loyal audiences to deliver on short term marketing objectives, Horizm’s Marketplaceprovides an asset matching service that is in line with their digital-first approach; one that enables proactivity and direct measurability and provides audience engagement opportunities that are not constrained by long term, more traditional sponsorship agreements. "Digital assets of rights holders" is very much sounding like a Blockchain/NFT product. Quote Link to comment Share on other sites More sharing options...
Kalamazoo Jambo Posted October 19, 2021 Share Posted October 19, 2021 I think its about how brands get to link with Hearts in terms of digital media (could be as simple as, say, website ads or online sponsorships/partnerships). So they’d use artificial intelligence to match brands to Hearts based on demographics etc. Seems like quite a few big clubs in England and elsewhere use Horizm. Would love to be corrected if that’s not it Quote Link to comment Share on other sites More sharing options...
merrymac Posted October 19, 2021 Share Posted October 19, 2021 27 minutes ago, Auldbenches said: Are they going to look at improving things like Hearts tv and the club website? I might be wrong but think its more about targeting the Hearts fan as customers for other products. Quote Link to comment Share on other sites More sharing options...
studo Posted October 19, 2021 Share Posted October 19, 2021 6 minutes ago, merrymac said: Used to work in marketing (thankfully retired if this is an example of where things have moved to ). My guess is better matching customer (sports fan)to products, in a more targeted way than the normal sporting sponsorship deal would. This, looks like onsite personalisation based on behaviours, cookie, demographics, previous visits etc. Meaning content on the site should be more relevant to the individual user. Traditionally this is difficult for sports clubs to expand on or data share as data pools cant be shared - a hibs / livi fan with same demographics and behaviours as hearts can never be "acquired". What the club may do is take all this info and use it to both entice prospective sponsors and help sponsors advertise more relevantly to targeted hearts fans, this is something some of the premiership clubs down south do particularly well. Quote Link to comment Share on other sites More sharing options...
Ribble Posted October 19, 2021 Share Posted October 19, 2021 At a guess it'll be cookies and tracking that give the club a better understanding of fans buying habits, no point in offering fans discounts on things like say for golf at the dalmahoy when more fans would benefit from and have a greater take up of something else, therefor increasing the % fed back into the club, similarly it'll look at the best times and places for the club to advertise hospitality, the skyline lounge, mid week use of the suites etc Quote Link to comment Share on other sites More sharing options...
redjambo Posted October 19, 2021 Share Posted October 19, 2021 And, of course, it shouldn't be all about maximising revenues and commercial returns too. We shouldn't just be treated as faceless sources of cash, especially when Hearts fans give so much to the club already, imo. The quality of the product we receive is also important - no sign of that being mentioned in the press release. Quote Link to comment Share on other sites More sharing options...
GinRummy Posted October 19, 2021 Share Posted October 19, 2021 I read this earlier (when it was first posted) and have to say I’m delighted I’m not the only one who didn’t quite understand it Quote Link to comment Share on other sites More sharing options...
Ribble Posted October 19, 2021 Share Posted October 19, 2021 13 minutes ago, redjambo said: And, of course, it shouldn't be all about maximising revenues and commercial returns too. We shouldn't just be treated as faceless sources of cash, especially when Hearts fans give so much to the club already, imo. The quality of the product we receive is also important - no sign of that being mentioned in the press release. This isn't about our cash as such, well not in trying to get us to spend more directly with the club at least. If you take the current partnership with Watermans legal for example, we might not see many fans using them due to their office being in leith, the new data collected may well indicate that we'd be better partnering with say Mov8 as their multiple offices are geographically better positioned for our fan base meaning any offer would see a better uptake and in turn resulting in more cash coming into the club. You can then apply that same logic to any partnerships whether that be garages, shops, bars, restaurants, events etc so that our partnerships in future are better suited to what our fan base already buy Quote Link to comment Share on other sites More sharing options...
tian447 Posted October 19, 2021 Share Posted October 19, 2021 If this ends up in Pot Noodles and Pies, which it should if it uses anything on here as a reference, it will be the greatest invention in human history. We might also end up with official Fist of Gorgie merchandise Quote Link to comment Share on other sites More sharing options...
Byyy The Light Posted October 19, 2021 Share Posted October 19, 2021 A lot of these platforms are springing up to give clubs a higher % of ad revenue than the likes of Youtube/Facebook etc. They're taking existing and new content and giving the club the lions share of sponsorship income rather than the other way about. Means clubs can generate more income and they let the content creator keep the rights to their own content which the big boys don't do. The AI part as others have said is to better target the ads which makes it a win-win for the sponsor too. Quote Link to comment Share on other sites More sharing options...
AlphonseCapone Posted October 19, 2021 Share Posted October 19, 2021 As long as people reach out to maximise opportunities for synergy, then I'm content. Quote Link to comment Share on other sites More sharing options...
crunchy frog Posted October 19, 2021 Share Posted October 19, 2021 For you Private Eye readers in the congregation this is commonly known as Birt Speak 2.0 That is to say, written by some overpaid and underworked moron trying to justify their salary. Quote Link to comment Share on other sites More sharing options...
JimmyCant Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, Riccarton3 said: Can't disagree with any of that. On the basis, I didn't understand a word Aye ah wiz thinkin. Some **** has swallowed a dictionary, honked it back up and put some words in a random order. It’s a mystery to me and I’m a clever **** with a degree. Quote Link to comment Share on other sites More sharing options...
Beni Posted October 19, 2021 Share Posted October 19, 2021 Those of us who have been crying out for years for an AI-powered digital asset platform have finally been vindicated. Quote Link to comment Share on other sites More sharing options...
redjambo Posted October 19, 2021 Share Posted October 19, 2021 6 minutes ago, Beni said: Those of us who have been crying out for years for an AI-powered digital asset platform have finally been vindicated. I definitely backed the wrong horse with my long-term campaign to have the corners filled in. Quote Link to comment Share on other sites More sharing options...
Bazzas right boot Posted October 19, 2021 Share Posted October 19, 2021 This seems a fantastic opportunity to drive the business, deliver great customer service, reach our stretch targets and maximise revenue and ebitda. We seem to have been proactive, went back to the drawing board, carried out a deep dive and hopefully we stay ahead of the curve while being dynamic. We seem to be going the extra mile, I'm happy they kept the fans In the loop and going forward hopefully they continue to touch base with us. Quote Link to comment Share on other sites More sharing options...
Seymour M Hersh Posted October 19, 2021 Share Posted October 19, 2021 Looks like they've just created a very wordy, fancy dan way of telling us they're not re-inventing the wheel to maximise digital revenue streams but they are trying to fool us into think they have done just that. Quote Link to comment Share on other sites More sharing options...
Seymour M Hersh Posted October 19, 2021 Share Posted October 19, 2021 (edited) 1 minute ago, jonesy said: Just once, I would like someone to say, Right, feck it. We're going to reinvent the wheel. I know. All this roundness has to go. Edited October 19, 2021 by Seymour M Hersh Quote Link to comment Share on other sites More sharing options...
wavydavy Posted October 19, 2021 Share Posted October 19, 2021 2 hours ago, Auldbenches said: Do you think the board just agreed to this as they didn't understand a thing and didn't want to miss out incase it was something worthwhile? If you have a look at their website and see the football clubs that are already using this which includes the likes of Arsenal and Chelsea in the UK and other like Sporting Lisbon etc then I would imagine there is a huge benfit to be gained by teaming up with them. Most online businesses pay for data to try and target the right type of customers and this is probably a more advanced option so I would imagine it will be worthwhile. Quote Link to comment Share on other sites More sharing options...
Pans Jambo Posted October 19, 2021 Share Posted October 19, 2021 2 hours ago, Auldbenches said: Are they going to look at improving things like Hearts tv and the club website? Quote Link to comment Share on other sites More sharing options...
I.T.K Posted October 19, 2021 Share Posted October 19, 2021 (edited) AI-powered dynamic pricing Edited October 19, 2021 by I.T.K Quote Link to comment Share on other sites More sharing options...
CloustonHMFC Posted October 19, 2021 Share Posted October 19, 2021 2 hours ago, merrymac said: I might be wrong but think its more about targeting the Hearts fan as customers for other products. I think it works both ways, targeting Hearts fans as customers for other products but also targeting other people as potential supporters of Hearts. Quote Link to comment Share on other sites More sharing options...
Beni Posted October 19, 2021 Share Posted October 19, 2021 41 minutes ago, redjambo said: I definitely backed the wrong horse with my long-term campaign to have the corners filled in. You should join our ongoing customer led campaign for a 360° inclusive in-person matchday experience. 😉 Our top line KPIs indicate the success horizon should coincide with Hades reaching absolute zero. Quote Link to comment Share on other sites More sharing options...
portobellojambo1 Posted October 19, 2021 Share Posted October 19, 2021 4 hours ago, Auldbenches said: Are they going to look at improving the club website and things like Hearts tv? I'm still not sure what it is they do. Might be wrong but it appears to be more a company that look at promotion of advertising on behalf of those who provide sponsorship money. If we can enhance their businesses through the manner their advertising is placed they in turn might be inclined to provide us with more money, effectively enhancing HMFC and their own businesses. Quote Link to comment Share on other sites More sharing options...
Maple Leaf Posted October 19, 2021 Share Posted October 19, 2021 1 hour ago, jonesy said: Just once, I would like someone to say, Right, feck it. We're going to reinvent the wheel. Quote Link to comment Share on other sites More sharing options...
kila Posted October 19, 2021 Share Posted October 19, 2021 4 hours ago, Tom Hardy’s Dug said: We’re hugely proud to welcome Heart of Midlothian FC as our first Scottish client! The Edinburgh based club become the first Scottish Professional Football League side to benefit from our AI-powered digital asset platform. “Hearts is the UK’s largest fan-owned football club and we’re proud of the special connection we have with our fans. The shift to digital we are seeing across society , particularly after COVID, means that more and more of our fanbase is connecting with the club digitally. Through working with Horizm, we will be better placed to understand what this relationship looks like and how we can ensure our following drives commercial returns for the club.” Catriona McCallum, Marketing and Communications Director at Heart of Midlothian FC We’re excited to be working with all the team at Hearts and look forward to helping them maximise the potential of their different digital channels. Reads to me like there'll be AI bots trawling kickback to find out what we want Though I'm sure we already saw that movie when Stendel was appointed Quote Link to comment Share on other sites More sharing options...
Turkishcap Posted October 19, 2021 Share Posted October 19, 2021 All good branching out moving forward, nope lost as well Quote Link to comment Share on other sites More sharing options...
John Findlay Posted October 19, 2021 Share Posted October 19, 2021 One for the plain English society, I think. Quote Link to comment Share on other sites More sharing options...
colinmaroon Posted October 19, 2021 Share Posted October 19, 2021 I have to apologise for penning that statement. I don't know how it got on here but I can tell you the Director and Producers of "Succession" are really p****d off that part of the script for a future episode has been leaked. Quote Link to comment Share on other sites More sharing options...
Unknown user Posted October 19, 2021 Share Posted October 19, 2021 9 minutes ago, kila said: Reads to me like there'll be AI bots trawling kickback to find out what we want Though I'm sure we already saw that movie when Stendel was appointed So we need lots of references to pies, pot noodles and fists of gorgie Quote Link to comment Share on other sites More sharing options...
Craig Herbertson Posted October 19, 2021 Share Posted October 19, 2021 3 hours ago, Riccarton3 said: Can't disagree with any of that. On the basis, I didn't understand a word With you there. It's one of these ones where you nod wisely round the room while thinking of where to go for a pub lunch Quote Link to comment Share on other sites More sharing options...
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