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.”