TubeMogul has hired Dana Toering as its new managing director for Canada. He replaces Grant Le Riche, who is shifting his focus to new and growing aspects of the media tech company’s business – programmatic TV.
Grant Le Riche
Toering arrives from Addictive Mobility, which he joined in September 2015 after five years in business development roles at AOL Canada. Previously, Toering held similar jobs with Postmedia Network, Adconion and Yahoo.
“People are consuming more content on more devices than at any point in history, and TubeMogul is uniquely positioned to help brand marketers find their audiences at the right time, wherever they are,” said Toering.
“But beyond the company’s trajectory, the two things that really stood out were TubeMogul’s culture and their independent, buy-side alignment with marketers. TubeMogul has made it a priority to hire people who hold themselves accountable and do what they say, which makes for an extremely fun and productive work environment.”
Le Riche — who will now serve as the company’s commercial director after being managing director since 2012 — is set to focus on growing the company’s cross screen and programmatic TV offerings (an area in which TubeMogul is active in Australia and the U.S.). Canada’s programmatic television buying industry is still seen as nascent and somewhat underdeveloped when compared to other markets.
“The reality is that whatever can be automated, will be automated,” Le Riche said. “In the last year, we’ve seen a sea change amongst Canadian advertisers and media partners in terms of willingness to experiment with programmatic TV. There are still some hurdles to be overcome with regards to the data necessary to make programmatic TV a reality in Canada, but we’re confident that this year the industry will take meaningful strides towards that end.”
TubeMogul, a publicly owned California-based company with offices in Toronto and Montreal, recently released is fourth quarter and year end financials. According to its annual report, “spend in non-desktop pre-roll collectively grew over 550% year over year, accounting for 37% of total spend in Q4. In Q4, 82% of platform services campaigns included at least two screens.”
The company reported Q4 revenues of US$58.5 million, up 62% over the same period in 2014. For the full year, revenues reached US$180.7 million, an increase of 58% over $114.2 million in 2014.
That put the company’s annual revenue up to US$180.7 million, an 58% increase compared to US$114.2 million in 2014.
