• by David Goetzl  @dgoetzl, October 12, 2010

In a move that could ultimately build advertiser interest in its main product, Canoe Ventures has joined with the Association of National Advertisers to fund research heavily focused on interactive TV advertising. The research is expected to use a panel of 1,000 people to test iTV initiatives, such as ads offering viewers the chance to receive a product sample in the mail.

Canoe is funding the bulk of the study, while 10 to 12 large advertisers that are ANA members will contribute around $40,000 each. Exact spending was not revealed. The research could also delve into the effectiveness of long-form VOD ads and addressable advertising.

Canoe is selecting a firm to oversee the research, leading up to the January 2011 launch. Tabbed the "CEE MEE Project," an initial phase should take the better part of the year. Canoe, the ANA and the advertisers involved will have input in crafting the architecture of the research.

"CEE MEE" stands for "the Connection, Emotion and Experience of interactive television" correlated with "Measurement, Efficiency and Engagement" metrics.

The participating ANA members will be able to test specific creative and concepts. That could offer insight into the types of onscreen prompts that best motivate consumers to click through for more information or to receive a product sample at home. Also intriguing is the potential for sponsored live polling. For example, Unilever may be interested in how many viewers recall that lowfat Hellmann's was attached to an interactive voting opportunity during "The Biggest Loser."

Research is expected to be conducted at least partly via a Web interface.

Canoe is owned by the six largest cable operators and recently launched an iTV platform, allowing viewers to request samples, coupons, etc. of advertised products. Canoe licenses its platform to networks, which then sell the opportunity to advertisers. It wants to stream the ads into tens of millions of homes served by its cable owners at some point.

The 2011 research has two potential benefits for Canoe. It could gather information helpful in refining its current platform and future offerings. Furthermore, participating advertisers may be motivated by the research to approach networks with interest in Canoe-served spots.

The ANA members funding the study will receive proprietary information and can share it with one another. Other ANA members will have access to broader data and conclusions.

Bill Duggan, a group executive vice president at the ANA, said of the research: "For the open-minded advertiser, it's a small investment for potentially" valuable insight going forward.

So far, a small number of networks are selling advertisers Canoe's iTV option, including AMC and Style. Homes with Comcast and Time Warner Cable can receive the ads.

Canoe CEO David Verklin made reference to the coming joint ANA research in late September at an Advertising Week event.