TubeMogul Canada has graduated the first cohort from its inaugural Client Certification Program, consisting of over 20 companies trained on the video marketing programmatic advertising platform, which took place during an immersive two-day bootcamp at the company’s Toronto headquarters.
TubeMogul (NASDAQ:TUBE) is an Emeryville, California-based video marketing company, incorporated in 2007, with offices in Toronto, Vancouver and Montreal, as well as Kyiv, London, New York, Paris, São Paulo, Singapore, Shanghai, Sydney Tokyo, and offices across the United States.
TubeMogul’s Client Certification Program is a formal accreditation launched in November 2014, for clients to develop a degree of expertise in programmatic media and providing a rationale for clients to focus more of their ad spend on programmatic advertising, which has now trained over 100 clients the U.S., over 30 in Australia, over 30 in EMEA and over 20 clients in Southeast Asia.
“This year we’ve prioritized expanding our TubeMogul Academy certification program across all major global media markets, and we’re thrilled that Canada has become our first international office with facilities specifically dedicated to deepening our client’s knowledge of the programmatic landscape,” said TubeMogul Director of Learning & Development, Michelle Chen.
TubeMogul expanded the Certification Program in 2016, with the addition of an education series called TUBEtalks, which features interviews with branding experts and marketing executives, and a specialized curriculum on programmatic TV and cross-channel strategy.
Construction on the company’s client education facility in Toronto was only recently completed.
Companies and media agencies graduating from TubeMogul’s first Canadian Client Certification Program include AdaptMedia, Bombardier Recreational Products (BRP), Carat, Clorox Canada, Diageo Canada, Klick Health, L’Oréal Canada, UM (formerly Universal McCann), and Walmart Canada.
“TubeMogul Client Academy is a great way to tie the theory and the principles of programmatic buying to the execution and implementation of marketing plans,” said BRP’s Adrien Arnoux. “It helps you move from understanding the concepts to the mechanics of implementation in a few minutes, and we can immediately see the value for our teams.”
In March, TubeMogul appointed Dana Toering as managing director for its Canadian operations.
“Our hope is that our curriculum will arm our clients with both a comprehensive understanding of industry trends as well as a deep dive into our platform’s capabilities,” said Toering. “This academy will help marketers ramp up more quickly, increase efficiency and enable a more strategic, rather than tactical, approach to achieving their brand advertising goals.”
TubeMogul claims that over a dozen brands and agencies are making the program part of their on-boarding process for new hires.
Last year, Canadian sporting goods retailer Sport Chek, which is 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.