ADDING MULTIMEDIA Canoe Ventures and ANA Announce Collaboration to Build, Test and Validate Advanced Television Solutions

ANA Members Benefit from Partnership as Charter CEE MEE Project Participants

ORLANDO, Fla.--()--Canoe Ventures, a joint venture founded by the country’s leading cable operators, in partnership with the Association of National Advertisers (ANA), today announced the “CEE MEE” Project. CEE MEE is designed to capture the Connection, Emotion and Experience of interactive television viewers and correlate that with the Measurement, Efficiency and Engagement metrics for advertisers. This first-of-its-kind program seeks to use this feedback to validate advanced television advertising solutions and refine those planned for commercial availability across a national cable footprint beginning in 2011.

The initial phase of this multi-year effort will focus on interactive television (ITV), video-on-demand and addressable advertising services. Participants in CEE MEE consist of a number of forward-thinking ANA members interested in gaining first-hand knowledge about innovative TV technologies.

“CEE MEE will explore both sides of television -- in front of and behind the screen,” said David Verklin, CEO of Canoe Ventures. “This project represents comprehensive collaboration, bringing all important voices to the table including advertisers and consumers. It’s appropriate that we announce this project at the Annual Conference, where the Masters of Marketing are gathering to discuss how to build brands and make marketing more relevant through an expanding array of digital media.”

“This was an opportunity for ANA members to become active participants and thought leaders in the development of advanced advertising solutions,” said Bob Liodice, CEO of the ANA. “We believe it is imperative that the ANA seek opportunities such as this partnership with Canoe to bring to our membership. Their voices will help to finalize elements of commercially viable advanced advertising and interactive television products that will become staples of the media mix in the years to come.”

CEE MEE is a research and testing initiative built on a proprietary panel of US homes. The study, to launch in January 2011, will first focus on executing qualitative and quantitative studies to measure the impact that advanced advertising products have on television viewers. The goal is to accelerate the adoption of cable’s powerful marketing tools and further the industry in understanding and using the expanding options for marketers on digital TV. CEE MEE participants will have not only access to the proprietary research results, but they also will have direct input into the design and execution of the initiatives.

About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net

About Canoe Ventures™

Canoe Ventures, LLC is a company founded by the nation’s leading cable operators including Bright House Networks, Cablevision Systems Corporation, Charter Communications, Inc., Comcast Corporation, Cox Communications Inc., and Time Warner Cable. Based in New York City, the company is focused on making cable’s advanced television solutions easier to buy, use and measure. For more information, visit http://www.canoe-ventures.com

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Contacts

Media:
Canoe Ventures
Dana Runnells
VP, Marketing Communications
212-364-3627
Dana.runnells@canoe-ventures.com
or
CooperKatz & Co. for the ANA
Lesley Neadel, 917-595-3034
lneadel@cooperkatz.com

Contacts

Media:
Canoe Ventures
Dana Runnells
VP, Marketing Communications
212-364-3627
Dana.runnells@canoe-ventures.com
or
CooperKatz & Co. for the ANA
Lesley Neadel, 917-595-3034
lneadel@cooperkatz.com