Five members of the Association of National Advertisers (ANA) are the first to participate in a joint Canoe Ventures/ANA project dubbed "CEE MEE."

Kicked off last October, the CEE MEE study initiative is designed to capture the “C”onnection, “E”motion and “E”xperience of interactive television (ITV) viewers and correlate this information with the “M”easurement, “E”fficiency and “E”ngagement metrics of advertisers. The first five participants are GlaxoSmithKline, Honda, Kimberly Clark and State Farm.

Here’s what the two groups say about the project: “(It) offers 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 U.S. 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.”

“With Canoe Ventures’ ITV solutions now available commercially, 2011 is going to be remembered as an inflection point in the development of interactive television,” comments David Verklin, CEO at 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 ANA aims to provide its members with “insights, collaboration and advocacy;” and it serves 400 companies with 9,000 brands that collectively spend more than $250 billion in marketing communications and advertising.

“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,” notes Bob Liodice, ANA’s CEO. “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.”

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