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Canoe teams with Association of National Advertisers to test ads

Wed, 10/13/2010 - 9:00am
Mike Robuck

Canoe Ventures, the advertising consortium that is backed by the nation's six largest cable operators, has partnered with the Association of National Advertisers to build, test and validate advanced advertising offerings.

Canoe Ventures and the Association of National Advertisers (ANA) have formed the "Cee Mee" Project. The project, which the two companies said was the first of its kind, seeks to use this feedback to validate advanced television advertising solutions and refine those planned for commercial availability across a national cable footprint starting next year.

ANA members stand to benefit from the partnership with Canoe Ventures as charter members of the Cee Mee Project.

Cee Mee is a research and testing initiative built on a proprietary panel of homes across the nation. The study, which will 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 end 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. Cee Mee participants will have access to the proprietary research results, as well as a hand in determining the design and execution of the initiatives.

The first phase of the multi-year effort will focus on interactive television (iTV), VOD and targeted advertising services.

"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."

Canoe Ventures, which is backed by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision and Bright House Networks, launched its request for information (RFI) campaign this past summer.

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