Interactive TV News Round-Up (II): Canoe Ventures, ANA, Cisco, Clik
--Canoe, ANA Release Findings from Year-Long "CEE MEE" Study of Interactive TV Effectiveness
--Report: Cisco Looking to Sell its Set-Top Box Business
--Clik Enables Smartphone/Tablet Apps that Communicate with Any Browser-Equipped Connected TV
Because the [itvt] editorial team has been working on The TV of Tomorrow Show 2012, we are covering stories in this issue in round-up/summary format.
- Canoe Ventures and the Association of National Advertisers (ANA) have released summary findings from their year-long collaborative study of interactive TV effectiveness. Dubbed CEE MEE, the research initiative is billed as aiming to "understand how the Connection, Emotion and Experience (CEE) of advanced television solutions, including ITV, relate to the Measurement, Efficiency and Engagement (MEE) advertisers seek. Initial conclusions from the CEE MEE research featured promising results for ITV effectiveness in viewer interest, unaided brand recall, likelihood to seek additional information and likelihood to purchase," Canoe's press materials continue. "Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm were the first ANA members to join the CEE MEE collaboration which collects insights from a proprietary online panel of more than 4,200 TV enthusiasts whose reactions to various advanced television experiences are studied. Additionally, panel members share opinions on overall media consumption and use of technology in surveys, discussion boards, blogs and live chats. Quantitative and qualitative studies provided insights on TV viewing habits; attitudes toward advertising; the effects of advanced television advertising; viewpoints on consumers' privacy; and in particular consumer response to in-ad and in-program interactivity. Consumer engagement with RFI (Request for Information) interactive offers, presented as an overlay to advertising, was one of the items that the studies focused on in year one; the effectiveness of RFI is promising. In aggregated results for Honda, Fidelity, GlaxoSmithKline, Kimberly-Clark and State Farm, on average 19% of adults 18 to 49 years said 'yes' to interactive offers. Additionally, regardless of offer acceptance, key brand metrics were significantly higher: +86% unaided brand recall; +26% likelihood to seek additional information; +36% likelihood to purchase. In studies where the interactivity was within a program, brand-sponsored Polling and Trivia had positive lift on unaided brand recall (+101%). Also, in programs where interactive elements were offered, the likelihood of viewers to want to watch a future episode of a TV series with an interactive element increased (+50%)... Canoe is currently enabling national interactivity to more than 25 million cable homes on select networks. ITV-enabled networks include AMC, Bravo, Discovery, E!, History, G4, Style, and USA Network. Canoe and ANA are providing additional information about the CEE MEE panel and the research at http://www.canoeventures.com/cee-mee. The initiative is ongoing; Canoe and the ANA are welcoming the participation of other ANA brands in 2012 research." Said Jim DeLash, director of consumer multichannel strategy for enterprise channels marketing at GlaxoSmithKline: "So far, the trial results have been outstanding. It's research, and it's measuring changes in brand awareness a short time after viewing the ITV spot, but the direction is very positive." According to Canoe, GlaxoSmithKline is planning to execute in-market ITV campaigns later this year.
- Cisco, which in 2006 paid almost $7 billion to acquire set-top box company, Scientific-Atlanta, is now looking to sell the business, according to a report in Monday's New York Post, which cites "a source following the situation." A Cisco spokesperson declined to comment.
Waterloo, Ontario-based Clik last week unveiled its Smart TV platform, which it says allows content providers and app developers to create apps that can communicate with any connected-TV screen equipped with a browser. "Unlike other device-to-TV solutions that require consumers to own multiple devices made by the same manufacturer, Clik enables developers to build apps that connect iOS or Android smartphones to any screen with a browser," the company states in its press materials. "This means no special hardware or wires are required. And Clik will work on any mobile operator's network, or even over WiFi. Clik provides a super-fast connection between the devices, and the platform does all the heavy lifting, so developers can build their app using Web developer standards, avoiding the time-consuming and expensive process of developing for mobile platforms. The Clik platform is designed to power third-party apps, which showcase TV shows, movies, games, pictures and almost anything else imaginable. When new apps are built using the Clik technology, users can scan a code on any browser to take control of the screen, allowing them to lean back and discover and control content on their phones while enjoying that content on a TV or monitor. Best of all, Clik lets friends join in on the fun with multi-player mode. Anyone with Clik can scan into the same screen, so people can share control of the screen, and share experiences in a social setting...Clik also is releasing the first app powered by this new technology, a YouTube app now available for download on iOS and Android as part of the Clik download available here. This first app lets users discover and control YouTube content on their phone and wirelessly stream videos to any screen with a browser. The YouTube app also allows users to start, stop, search, browse or create favorites, instantly. How to use the Clik YouTube app: 1) Download the app from iTunes or the Android marketplace here. 2) Go to http://www.clikthis.com on any browser-enabled screen. 3) Open the app and scan the QR code for an instant connection. The phone is now your remote control! Start enjoying YouTube videos by selecting them on your phone and watching them on your smart TV. You can also invite friends to join in by having them scan the same screen, to seamlessly control the video playlist together."