The electronic ad sales platform for television adds its largest agency. Over 30,000 orders have been sent by 110 agencies/advertisers via ePort to 930 TV stations and all of the national reps over the past year
TVB ePort received its first electronic orders from Starcom MediaVest Group (SMG) last week, connecting the electronic platform to its biggest agency to date.
“We are excited that this huge media agency will soon be utilizing TVB ePort for its many clients,” said TVB Executive Vice President Abby Auerbach, who is overseeing the ePort initiative. “This is an important milestone on the way to our goal of developing local broadcast television’s equivalent of the interstate highway system. 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.”
SMG, a MediaBank client for its media buying system, said it will benefit from the open standards incorporated into the MediaBank O|X platform.
“The incorporation of ePort into our MediaBank O|X media buying system demonstrates the effectiveness of our open architecture in making it easy to integrate with third-party media partners such as ePort,” said Brad Keywell, co-founder of MediaBank. “We are thrilled that Starcom MediaVest Group is joining our growing client roster of those taking advantage of ePort’s platform to connect their buyers and sellers electronically.”
Over 30,000 orders have been sent by 110 agencies/advertisers via ePort to 930 TV stations and all of the national rep firms over the past year; the total dollar volume to date is poised to cross the $300 million mark.
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, Horizon’s SVP, director local television, 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 ITN, KSL Media, Southwest Media and US International.
Additional vendors, such as 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 is funded by local broadcasters and is free to their customers.