NEWS13 October 2010

Canoe Ventures and ANA embark on TV advertising research project

North America

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.”