Canoe Ventures, the advanced-advertising venture of the six largest U.S. MSOs, will launch a research effort with the Association of National Advertisers in January 2011 to evaluate interactive TV, video-on-demand and targeted advertising services.
The "CEE MEE" project, to kick off in January with a proprietary panel of U.S. homes, is designed to measure the "connection, emotion and experience" of viewers and correlate that with the "measurement, efficiency and engagement" metrics for advertisers. The research initiative will span several years, the organizations said.
According to Canoe, the feedback will be used to validate and refine its services planned for commercial availability across a national cable footprint beginning in 2011. "CEE MEE will explore both sides of television -- in front of and behind the screen," Canoe CEO David Verklin said in a statement. "This project represents comprehensive collaboration, bringing all important voices to the table including advertisers and consumers."
Canoe and the ANA announced the partnership at the ANA's Annual Conference in Orlando this week. The ANA's membership comprises 400 companies with 9,000 brands that collectively spend more than $250 billion in marketing communications and advertising.
New York-based Canoe, formed in 2008, is owned by Comcast, Time Warner Cable, Cox Communications, Cablevision Systems, Charter Communications and Bright House Networks.
Canoe this summer launched its first service, an interactive request for information capability, with four programming groups: Rainbow Media, Comcast Networks, Discovery Channel and NBC Universal. Verklin said the venture is aiming to be able to deliver interactive ads to 25 million cable homes by the end of 2010.