Canoe Ventures and the Association of National Advertisers (ANA) are touting the current results from their ongoing collaborative research endeavor dubbed “CEE MEE.”

Through the CEE MEE initiative, ANA members and Canoe continue to study how the connection, emotion and experience of advanced television solutions, including interactive television (ITV), relate to the measurement, efficiency and engagement (put them all together, they spell CEE MEE) advertisers seek. Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm were the first ANA members to join. The contributed insights come from a proprietary online panel of TV enthusiasts whose reactions to various advanced television experiences are evaluated. Participants on the CEE MEE panel also give opinions on media consumption, technology and other issues via surveys, discussion boards, blogs and live chats.

“For most members of the ANA, television remains the centerpiece of their marketing efforts, so it’s paramount that ANA thought leaders understand how the new capabilities of the television platform and the behaviors these capabilities elicit from viewers will impact their future marketing efforts,” said Bob Liodice, ANA’s president and CEO, in a statement. “The results from the CEE MEE studies with our initial participating brands are very promising, demonstrating that TV viewers will engage interactively, enjoy the experience and take with them greater awareness and a higher opinion of the brands involved.”

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; these applications typically are called “requests for information” (RFI). The insights on the effectiveness of RFI, the partners note, were promising. In aggregated results for Honda, GlaxoSmithKline, Kimberly-Clark and State Farm, on average, 18 percent of adults aged 18 to 49 years said “yes” to interactive offers and confirmed their choices.

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