TubeMogul (NASDAQ: TUBE), a California video marketing company with offices in Toronto, Vancouver and Montreal, has appointed Dana Toering as managing director for its Canadian operations.
Previous managing director Grant Le Riche will become TubeMogul’s commercial director, to focus on enhancing TubeMogul’s programmatic video efforts.
Toering arrives at TubeMogul after a brief business development role at Addictive Mobility, which came in 17th on Deloitte’s Technology Fast 50 list in November.
He has previously worked at AOL Canada, Postmedia Network, Adconion and Yahoo.
TubeMogul claims that 33% of its business comes from outside the United States, and that Canada is a nascent if not underdeveloped market for programmatic video marketing.
Just recently, however, Canadian sporting goods retailer Sport Chek, owned by Canadian Tire, unveiled a programmatic video campaign running ads using TubeMogul, incorporating shoppable video (in which a consumer can click on a product for purchase while a video is playing).
Sport Chek made it clear that part of the reason that it chose TubeMogul is that it has recently offered to refund any of its customers for ad spend wasted owing to fraudulent views.
Fraudulent traffic represents a huge problem for programmatic marketing, and TubeMogul’s offer to combat the problem is seen as a gesture of good faith on its part toward potential clients.
In 2014, Montreal enterprise digital branding company Bleublancrouge trained its entire staff in using TubeMogul’s programmatic software for media planning and buying, as well as analytics.
TubeMogul also has offices in London, Singapore, Shanghai, Sydney and Tokyo.
TubeMogul reported Q4 revenues of $58.5 million U.S., up 62% over the same period in 2014, while revenues on the full year reached $180.7 million U.S., an increase of 58% over $114.2 million in 2014.