Canoe Ventures, the advertising consortium that is backed by the nation's six largest cable operators, and the Association of National Advertisers announced this morning the first participants in their CEE MEE project.
The Association of National Advertisers (ANA) members that joined the project were Fidelity Investments, GlaxoSmithKline, Honda, Kimberly Clark and State Farm.
The CEE MEE study initiative was designed to capture the "Connection, Emotion and Experience" of interactive television viewers and correlate this information with the "Measurement, Efficiency and Engagement" metrics of advertisers.
The project, which the two companies first announced in October, seeks to use this information to validate advanced television advertising solutions and launch them across a national cable footprint this year.
"With Canoe Ventures' iTV solutions now available commercially, 2011 is going to be remembered as an inflection point in the development of interactive television," said David Verklin, CEO of Canoe Ventures. "The forward-thinking marketers in the ANA that 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 CEE MEE project offers the participating advertisers an opportunity to develop an early understanding of the impact of advanced television advertising on consumers and brands. It's also a forum to help shape the offerings 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.
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.
"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," said Bob Liodice, CEO of the ANA. "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."
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 last summer.