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


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

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

In September 2019, ePort, part of FreeWheel’s Strata ad buying platsize, 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 chồng and local marketers wanting to lớn get their message out,” he said.

So far this year ePort has delivered orders for advertising worth $6.115 billion, putting it on trachồng 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 platsize.

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

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

“It’s the most democratic way lớn 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 inkhổng lồ the stations traffic systems. That eliminates the need to re-key the order, and reduces errors and discrepancies.

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

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In addition to lớn over-the-air commercials, ePort is able khổng lồ 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 of digital buying & selling,” McHugh said. “We continue to enhance it so it meets the needs of the business.”


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