Canoe Study: ITV Boosts Advertising

Canoe released information on the initial findings of its collaborative research endeavor coined CEE MEE

October 24, 2011

1 Min Read

NEW YORK -- Canoe Ventures, the advanced television joint venture of the nation’s leading cable companies, and the Association of National Advertisers (ANA) today released information on the initial findings of their collaborative research endeavor coined CEE MEE. Through the CEE MEE initiative, ANA members and Canoe study 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.

“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, President and Chief Executive Officer of the ANA. “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.”

Canoe Ventures LLC

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