Canoe, ANA unveil


Canoe Ventures, the JV founded by the country’s leading cable operators, in partnership with the Association of National Advertisers (ANA), announced the “CEE MEE” Project. It’s designed to capture the “Connection, Emotion and Experience” of interactive television viewers and correlate that with the “Measurement, Efficiency and Engagement” metrics for advertisers. This first-of-its-kind program seeks to use this feedback to validate advanced television ad solutions and refine those planned for commercial availability across a national cable footprint beginning in 2011.

The initial phase of this multi-year effort will focus on interactive television (ITV), VOD and addressable advertising services. Participants in CEE MEE consist of a number of forward-thinking ANA members interested in gaining first-hand knowledge about innovative TV technologies.

“CEE MEE will explore both sides of television — in front of and behind the screen,” said David Verklin, CEO of Canoe Ventures. “This project represents comprehensive collaboration, bringing all important voices to the table including advertisers and consumers. It’s appropriate that we announce this project at the Annual Conference, where the Masters of Marketing are gathering to discuss how to build brands and make marketing more relevant through an expanding array of digital media.”

“This was an opportunity for ANA members to become active participants and thought leaders in the development of advanced advertising solutions,” said Bob Liodice, CEO of the ANA. “We believe it is imperative that the ANA seek opportunities such as this partnership with Canoe to bring to our membership. Their voices will help to finalize elements of commercially viable advanced advertising and interactive television products that will become staples of the media mix in the years to come.”

CEE MEE is a research and testing initiative built on a proprietary panel of US homes. The study, to launch in January, will first focus on executing qualitative and quantitative studies to measure the impact that advanced advertising products have on television viewers. The goal is to accelerate the adoption of cable’s powerful marketing tools and further the industry in understanding and using the expanding options for marketers on digital TV. CEE MEE participants will have not only access to the proprietary research results, but they also will have direct input into the design and execution of the initiatives.