Tag: Grant le Riche

Experimental Design: Measuring Media Effectiveness

February 4th, 2016 | grantlericheen, Managing Director, Canada, TubeMogul

Advertisers are obsessed with measurement – and for good reason: you can’t improve what you can’t count. For a long time, media measurement was relatively simple: how many people did my ad reach, and how many ads did those people see? This became the basis of the gross rating point (GRP), which became the currency […]

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Programmatic Perspective: The Cross-Screen Dream

September 10th, 2015 | grantlericheen, Managing Director, Canada, TubeMogul

Earlier this summer, TubeMogul’s Managing Director, Canada, Grant Le Riche ran through the nuances of “cross-screen, explaining that with the application of programmatic principles to linear TV, “cross-screen” is increasingly interpreted as including digital and traditional media properties. Our understanding of “cross-screen advertising” has shifted to more accurately reflect this. The follow-up column below takes […]

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The Promise of Programmatic TV in Canada

March 3rd, 2015 | grantlericheen, Managing Director, Canada, TubeMogul

Canadian TV debuted on September 6th, 1952, when CBC launched CBFT in Montreal and CBLT in Toronto. Some of the first advertisers were Ford, Campbell’s Soup, Westinghouse and Imperial Tobacco. Less than 10 years later, census data showed that 82.5% of Canadian households had TVs – more than had flush toilets. Even in 1996, 76% […]

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Viewability: The Cornerstone of Online Video

November 26th, 2014 | ACA Team,

By Grant le Riche, Managing Director, TubeMogul July 1st – the day that the MRC (Media Rating Council) in the US announced the standard for online video viewability – is now five months in the rearview. So what do we have to show for it? Well, we know that a “viewable” video impression is one […]

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