Canoe Ventures and ANA embark on TV advertising research project

US— Cable TV advertising body Canoe Ventures has teamed up with the Association of National Advertisers in an effort to validate and refine some of the digital TV advertising options currently on the market and create new offerings.

The multi-year CEE MEE Project has been designed to track the ‘connection, emotion and experience’ of digital television viewers and correlate it with “measurement, efficiency and engagement” metrics that are available to advertisers.

The first stage of the project will focus on interactive TV, video on demand and addressable advertising services. A proprietary panel of US homes has been created and research will kick off in January next year, involving a mixture of qual and quant studies.

Canoe Ventures CEO David Verklin said: “CEE MEE will explore both sides of television – in front of and behind the screen. This project represents comprehensive collaboration, bringing all important voices to the table including advertisers and consumers.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts