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John Osborn

Member since October 2011 Contact John

John is currently Director of Business Development, North America for French technology company (, inventor of the breakthrough inRead(TM) and inPicture(TM) formats for T/V (Television/Video) advertising. He is also Principal at TV - The Next Generation (SM), a consulting, publishing & information services business. More info on TV - The Next Generation is at John can be reached at

Articles by John All articles by John

  • My 'Mad Men' VOD Experience: What It Means For TV Business Model in Video Insider on 05/04/2015

    Video-on-demand (VOD) is a benefit of a viewer cable subscriptions, but still not front and center in the television ad model discussion. So where does it stand as an ad medium today? I had a chance to find out in a snapshot experience when my family forgot to DVR the first three programs of of the final half-season of "Mad Men" on AMC.

  • Is 'Programmatic' The Right Word For Automated T/V Advertising? in Video Insider on 03/12/2015

    Language certainly matters. In recent industry conversations, I perceive a hesitancy to use the word "programmatic" in the emerging T/V supply-side space. Instead, I am hearing more and more companies use the phrase "automated ad sales" rather than "programmatic." Is this euphemism necessary?

  • What History Tells Us as T/V Moves From Closed To Open Distribution System in Video Insider on 02/12/2015

    The dramatic shift in the way T/V (television/video) is distributed is driven by the explosive, Internet-enabled capacity to deliver television and video programming and advertising beyond the closed and proprietary channels of distribution that have contained it for years.

  • How Viewers, Advertisers See The Current State of T/V (Television/Video) in Video Insider on 01/13/2015

    As the curtain lifts on 2015, here are a few observations on our business filtered through the various stakeholders of T/V (Television/Video). T/V is the term I've been using for "un-siloed" consumption of content and advertising by video viewers across both traditional linear television distribution channels/devices, as well as online/mobile channels and devices.

  • Past Media Timelines Suggest Streaming VOD To Surpass Linear TV In Five Years in Video Insider on 12/23/2014

    It's been said that those who ignore the past are doomed to repeat it. Earlier this year, in "New Challenges Chip Away at Cable's Pillar of Profit," The New York Times' David Carr opined that cable and satellite distributors' strategy of bundling television programming is facing multiple challenges. This got me thinking about the accelerating speed of change in the way media consumers adapt to new mass communication models. Based on the sources cited at the end of this piece, we can see that the timelines for mass adoption of various new forms of communication over the past two centuries have become shorter and shorter. For the purpose of fair comparison, I've begun timelines based on the year when infrastructure for mass communication was reasonably in place to a point when an estimated 70% or more of U.S. households had access:

  • Automating Traditional Television Buying Process: Why? Why Now? in Video Insider on 12/11/2014

    In the same week that the ANA named "programmatic" marketing term of the year, a product is being launched that aims to simplify the process of making traditional, linear television ad buys. IPG Mediabrands' MAGNA GLOBAL agency, the media software company eMediaTrade, and network partners NBCUniversal and Viacom Media Networks are debuting AdCore OneView, "a central cloud-based repository of buying costs and specifications for each transaction," according to a press release.

  • What Will It Take For Television Networks To Go Programmatic? in Video Insider on 11/12/2014

    The walled television garden -- complete with surrogate-demo targeting, program ratings representing ad viewing, and over-cluttered ad pods that send viewers away -- is now leaking ad dollars. T/V (television/video) is already a unified ecosystem. And now programmatic T/V appears. Will it support or threaten traditional television providers? Let's consider how to turn the challenge of programmatic T/V into an opportunity.

  • The Human Side Of The Shift to Programmatic T/V (Television/Video) in Video Insider on 10/17/2014

    "It is difficult to get a man to understand something, when his salary depends on his not understanding it." -- author Upton Sinclair. This quote, as single-gender as it was in the early 20th century, captures one of the most powerful barriers to change: the human desire for stability and predictability in our life and careers. When forces like automation and competitive innovation threaten the value of all the knowledge and expertise any one of us have built up over time, it's not unreasonable to feel a threat to our livelihoods.

  • T/V Multitaskers: Positive Or Negative For Advertisers? in Video Insider on 09/17/2014

    As a planner and buyer of media, I was often concerned about the loss of potential television advertising impressions to viewer multitasking. After all, by the late 1990s the traditional networks (broadcast and cable) had so over-cluttered the programming environment with ads, and longer-length pods of ads, that it was clear that viewers were actually trained to avoid them. When the Internet arrived with its unbridled offering of content to search and surf, the chance that T/V (Television/Video) consumers would stop and engage with an advertiser's message at scale was further compromised, and became further based on hope. What other buying model besides gambling and day trading rests so much on hope?

  • Going Beyond 'Click-To-Play' For Mobile Video Ads in Video Insider on 08/20/2014

    Buyers and sellers of online video advertising have been expanding the scope of T/V (Television/Video) ad messaging from the "click-to-play" constraints of pre-roll and mid-roll "instream" formats to "outstream" formats that run within non-video environments in either an "auto-play" or "view-to-play" manner. Things have been changing rapidly in the mobile video sector as mobile publishers and tech providers look to bring these newer online video formats into the mobile ecosystem.

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