The ANA (Association of National Advertisers) and Canoe Ventures are collaborating to study interactive television (ITV) and advanced TV solutions among consumers. The CEE MEE study initiative is designed to capture the Connection, Emotion and Experience of interactive television viewers and correlate this information with the Measurement, Efficiency and Engagement metrics of advertisers.
“For most members of the ANA, television remains the centerpiece of their marketing efforts, so it’s paramount that ANA thought leaders understand how the new capabilities of the television platform and the behaviors these capabilities elicit from viewers will impact their future marketing efforts,” said Bob Liodice, President and Chief Executive Officer of the ANA.
The effort includes quantitative and qualitative insights from a proprietary panel of US homes. This online community of television enthusiasts provides valuable insights to advertisers by exploring how interactivity and advanced advertising impacts brand recall, opinion and purchase intent. The participants in the CEE MEE panel also give opinions on media consumption, technology and other issues in surveys, discussion boards, blogs and live chats.
Studies are designed to help refine the development of Canoe’s advanced television solutions, and help shape the future of marketing practices and Television, itself.
For more information contact Lydia Loizides at lydia.loizides@canoeventures.com
Key Consumer Insights
The community has engaged in a variety of activities and have provided insights across a variety of topics including:
- Advertising attitudes
- Impact of advanced advertising on brands
- Preferences in TV advertising
- Media consumption habits
- Co-viewing habits
- Online privacy and information sharing
- Multi-screen viewing preferences
- DVR and VOD viewing
Methodology
Qualitative Activities
- All qualitative activities are designed to keep community members engaged and provide directional information
- Report output is based on text analysis and categorized by topic and insights
Quantitative Survey Methodology
- Key brand measurement variables are developed in conjunction with Advertiser
- Study samples are weighted for age and gender representation
- Key variables are measured following exposure to interactivity to understand brand impact
Contact Lydia.Loizides@canoeventures.com for more information.