Eport electronic media buying soars for tv stations 01/14/2015


Comcast’s ad tech company FreeWheel, said agencies spent a record $1.26 billion using the automated ePort platsize lớn buy ads from local stations và rep firms during September.

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The total smashed the previous record of $936 million mix in December 2019 and illustrates that local TV ad spending is making a comebaông chồng after slowing khổng lồ a trickle because of COVID-19, & that the automated system is making it easier for more agencies to lớn make local buys.

In September 2019, ePort, part of FreeWheel’s Strata ad buying platkhung, handled $602 million in local broadcast buys. But Michael McHugh, VP.., media eBusiness at FreeWheel said a better comparison is September 2018--the previous election year, when spending was $809 million.

McHugh said that a lot of the political money was already on the books before September. “So what you’re seeing now is the economy coming baông xã và local marketers wanting khổng lồ get their message out,” he said.

So far this year ePort has delivered orders for advertising worth $6.115 billion, putting it on traông chồng khổng lồ top more than $8 billion in 20trăng tròn, beating the record mix in 2018 of $7.197 billion.

More than 500 agencies used ePort in September. When it started in 2011, there were 76 using the platform.

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ePort was originally phối up in 2007 by the TVB with contributions from a consortium of station owners. It was built by FreeWheel as part of Strata and in 2011, the TVB transferred ownership to lớn Strata which manages the platsize, with underwriting from Katz Media & Cox Reps.

“You can hotline it the first wave of automation,” McHugh said. He said the original vision was to lớn find a way to make buying broadcast easier.

“It’s the most democratic way to get khổng lồ all the stations,” McHugh said.

The system also increases reliability While orders in the system were always received by the stations electronically, these days they are routed automatically inlớn the stations traffic systems. That eliminates the need to re-key the order, & reduces errors & discrepancies.

The automated system also has benefits as station ownership consolidates. “They’re all looking for these efficient electronic connections,” McHugh said.

In addition to over-the-air commercials, ePort is able to handle stations’ digital inventory, whether its over-the-top or secondary digital channels.

“It’s interesting because the standard has been flexible enough that it’s accommodating much of this first wave sầu of digital buying & selling,” McHugh said. “We continue lớn enhance it so it meets the needs of the business.”

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