The electronic ad transaction system has handled more than 20,000 orders from 97 agencies to 845 TV stations in the past year.
TVB ePort, the electronic bridge that enables eBusiness transactions between stations, agencies and rep firms, has passed the $200-million mark in order volume, it was announced today.
“This is an important milestone on the way to our goal of developing local broadcast television’s equivalent of the interstate highway system,” said Television Bureau of Advertising Executive Vice President Abby Auerbach, who is overseeing the ePort initiative. “More agencies are coming on board every week. We want every buyer in the country to connect electronically with every television station and/or rep firm and make our medium the easiest to buy.”
Over 20,000 orders have been sent by 97 agencies/advertisers via ePort to 845 TV stations and all of the national rep firms over the past year. Horizon Media was one of the first agencies (via Strata Marketing) to use ePort for orders, revisions and make-goods when it launched last year, and they are continuing to expand usage throughout their organization.
Nancy Larkin, SVP, director local television, Horizon, says, “In its early stages of makegood testing we’ve experienced a greater than 50 percent reduction in discrepancies as a direct result of using ePort.” Over the past few months, dozens of new agencies and advertisers have begun to use ePort, including US International, KSL Media and Southwest Media.
Additional vendors, such as MediaBank (which recently acquired Mediaplex), Arbitron, One Domain and Harris EAS, continue to develop their ePort interfaces. For smaller advertisers and agencies without buy systems, spot TV business can be processed through ePort Connect, a special Web-based service of ePort.
TVB ePort, funded by local television broadcasters, is an electronic bridge over which any trading partner (buyer, station, rep) can send any transaction (e.g., order, makegood) and from which any trading partner can receive any transaction, whether national or local.