Canoe, ANA talk iTV


Canoe Ventures, JV of the nation’s leading cable companies, and the ANA (Association of National Advertisers) have released initial findings of their collaborative research endeavor dubbed “CEE MEE.” It details how the “Connection, Emotion and Experience” of advanced television solutions, including interactive television (iTV), relate to the “Measurement, Efficiency and Engagement” advertisers seek.

Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm were the first ANA members to join the effort which collects insights from a proprietary online panel of TV enthusiasts whose reactions to various advanced television experiences are evaluated. The participants in the CEE MEE panel also give opinions on media consumption, technology and other issues in surveys, discussion boards, blogs and live chats.

Several of the studies conducted since the launch of the CEE MEE panel have evaluated consumer engagement with interactive offers presented as an “overlay” to advertising–“Requests for Information” (RFIs). The insights on the effectiveness of RFI were promising. In aggregated results for Honda, GlaxoSmithKline, Kimberly-Clark and State Farm, on average, 18% of adults 18 to 49 years said “yes” to interactive offers and confirmed their choice.

While the desire to evaluate the potential of RFI as a marketing tool for fulfilling additional information, coupons, samples and other items were of interest to the ANA, Canoe and the involved brands, each were also interested in insights beyond the propensity of the TV viewers to make requests. The impact of RFI campaigns on key brand health metrics were also closely evaluated.

Some of the results:

— Unaided brand recall for the test brand was 126% higher following an exposure to an interactive offer, regardless of whether the viewer actually accepted the offer.

— Likelihood to purchase the test brand was 29% higher for all exposed to an interactive offer.

— Likelihood to seek more information about the brand was also 29% higher following exposure to an interactive offer.