Canoe and ANA to Analyze TV Viewer Behavior

In the US, Canoe Ventures - a firm founded to make it easier for advertisers to buy, use and measure ad technologies - has partnered with the Association of National Advertisers (ANA) on a research initiative to understand TV viewers' behavior.

Launched in 2008, Canoe is a joint venture formed by a number of US cable operators, which is currently building a database infrastructure to collect set-top box data. In the future, the firm expects to provide viewing metrics for 32 million US cable households, representing about 57 million set-tops.

The firm is partnering with ANA on the 'CEE MEE' Project, to capture viewers' 'connection', 'emotion' and 'experience' metrics, and correlate these with the 'measurement', 'efficiency' and 'engagement' metrics for advertisers.

Feedback will be used to validate advanced TV advertising solutions and refine those planned for commercial availability across the national cable network in 2011.

The initial phase of this multi-year initiative will focus on interactive television (ITV), video-on-demand and addressable advertising services.

'CEE MEE will explore both sides of television - in front of and behind the screen,' states David Verklin, CEO. 'This project represents comprehensive collaboration, bringing all important voices to the table including advertisers and consumers.'

Web sites: www.canoe-ventures.com and www.ana.net .