Five companies--Fidelity Investments, GlaxoSmithKline, Honda, Kimberly Clark and State Farm--will be the first participants in the CEE MEE (Connection, Emotion and Experience-Measurement, Efficiency and Engagement) project. The project is designed to test and measure, of course, consumer reaction to interactive advertising and is a partnership between cable's interactive joint venture Canoe Ventures and the Association of National Advertisers (ANA).
"Our members want to understand how the new cable TV technologies enabled by Canoe can enhance their access and engagement with customers," ANA CEO Bob Liodice said in a news release. "CEE MEE provides them that important laboratory."
For more:
- see this news release
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