Five major marketers who are members of the Association of National Advertisers have joined with cable consortium Canoe to study interactive advertising.
According to our good friend Joe Mandese at MediaPost, who is covering the ANA’s TV and Everything Video Forum in New York, today, Feb. 10, 2011, the five marketers are Honda, GlaxoSmithKline, Kimerly Clark, State Farn abd Fidelity Investments.
The five are ANA members, and it is under the auspices of the ANA that the companies and Canoe will "launch a consumer panel of interactive TV households," the article says.
Canoe Ventures, run by media ad veteran David Verklin, was formed by the major MSOs fo facilitate interactive TV. Its partners include Comcast, Time Warner Cable , Cox, Cablevision, Charter and Brighthouse,