SMG Goes Online With TVB’s ePort

The Television Bureau of Advertising’s e-business platform received its first electronic orders from Starcom MediaVest Group, the biggest agency yet to go online with ePort. SMG is connecting to ePort through its media buying system, MediaBank, which has incorporated ePort’s open standards into its system.

So far, more than 30,000 orders have been sent by 110 agencies and advertisers via ePort to 930 TV stations and all of the national rep firms over the past year. To date, total volume is close to the $300 million mark.

“This is an important milestone on the way to our goal of developing local broadcast television’s equivalent of the interstate highway system,” said Abby Auerbach, executive vp of the TVB. “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.”

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. Over the past few months, dozens of new agencies and advertisers have begun using ePort, including ITN, KSL Media, Southwest Media and U.S. International.