NAB 2010: Advertisers have to feel it to resonate with their customers

LAS VEGAS – Broadcasters must better understand their viewer if they are going to help their clients truly connect with customers in our multi-platform world.And before any broadcaster says that thanks to BBM numbers or surveys you know that already, you don’t, said Rishad Tobaccowala, chief strategy and innovation officer of VivaKi, the company which oversees the digital and media assets of communications and media buying mega-company, Publicis.During a morning session on advertising on Wednesday at the National Association of Broadcasters annual convention, Tobaccowala noted that broadcasters and brands don’t yet know enough about their customers, and that must change...