Canoe Ventures, in partnership with the Association of National Advertisers (ANA), has announced the "CEE MEE" Project, designed to capture the connection, emotion and experience of interactive television viewers and correlate that with the measurement, efficiency and engagement metrics for advertisers. The program seeks to use this feedback to validate advanced TV advertising 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), video-on-demand and addressable advertising services.
CEE MEE is a research and testing initiative built on a proprietary panel of U.S. homes. The study, to launch in January 2011, will first focus on executing qualitative and quantitative studies to measure the impact that advanced advertising products have on TV viewers. The goal is to accelerate the adoption of cable’s marketing tools and further the industry in understanding and using the expanding options for marketers on digital TV.