Canoe Ventures, a joint venture founded by the America’s leading cable operators, and the Association of National Advertisers (ANA) has announced the initial participants in their “CEE MEE” project. The ANA members who joined the project are Fidelity Investments, GlaxoSmithKline, Honda, Kimberly Clark and State Farm. The CEE MEE study initiative is designed to capture the Connection, Emotion and Experience of interactive television (ITV) viewers and correlate this information with the Measurement, Efficiency and Engagement metrics of advertisers. The ANA and Canoe Ventures announced this collaborative study opportunity in October 2010.
“With Canoe Ventures’ ITV solutions now available commercially, 2011 is going to be remembered as an inflection point in the development of interactive television,” said David Verklin, CEO of Canoe Ventures. “The forward-thinking marketers in the ANA who are working with us to refine our advanced advertising solutions will both inform their future marketing practices and help shape the future of television.”
The CEE MEE project offers the participating advertisers an opportunity to develop an early understanding of the impact of advanced television advertising on consumers and brands. It is a forum to help shape the solutions that are being developed and brought to market. Innovative approaches such as request for information, request for coupon, live polling, and trivia will be examined. The effort will include quantitative and qualitative insights from a proprietary panel of US homes. CEE MEE participants have direct input into the design and execution of the studies and access to proprietary research results. Participating marketers will help shape the way advanced television solutions support marketing objectives in the future.
“The response by ANA members to the opportunity to work with Canoe Ventures in the CEE MEE project was strong, and media/marketing teams from some of the nation’s most admired brands are now on board,” said Bob Liodice, CEO of the ANA. “Our members want to understand how the new cable TV technologies enabled by Canoe can enhance their access and engagement with consumers. CEE MEE provides them that important laboratory, and we are thankful to our participating members for their thought leadership.”