Canoe Ventures will team up with five large advertisers -- Fidelity Investments, GlaxoSmithKline, Honda, Kimberly Clark and State Farm -- to study consumer reactions to interactive TV ads, as part of a partnership with the Association of National Advertisers.
The "CEE MEE" study, to kick off sometime in 2011, is designed to capture the Connection, Emotion and Experience (CEE) of interactive television viewers and correlate that with the Measurement, Efficiency and Engagement (MEE) metrics of advertisers. Canoe and ANA announced the collaboration in October 2010.
The size of the panel will be between 1,000 and 2,000 consumers. The study is running on an annual basis from January through December 2011 and then will start again in January 2012.
Ipsos OTX will help develop and manage the online panel, Canoe spokesman David Grabert said.
Canoe has agreements with several cable programmers, including Comcast Networks, Discovery Channel, Rainbow Media and NBC Universal, to sell interactive "request for information" ads, which let viewers click to receive a brochure or product sample in the mail. To date, RFIs have been offered with Rainbow's AMC and Comcast's E! and Style with other networks to come online this spring.
"With Canoe Ventures' ITV solutions now available commercially, 2011 is going to be remembered as an inflection point in the development of interactive television," Canoe CEO David Verklin said in announcing the five ANA member companies. "The forward-thinking marketers in the ANA who 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 will study request for information, request for coupon, live polling and trivia applications.
New York-based Canoe's owners are Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision Systems and Bright House Networks. The ANA's 400 member companies collectively spend more than $250 billion in marketing communications and advertising.