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John Osborn

Member since October 2011 Contact John

John is a Business Development and Publisher Development Lead at Prohaska Consulting, providing consulting services for buy-side, sell-side, ad tech and industry association advertising stakeholders. With particular focus on programmatic help for all, John works with a team of 75+ global experts helping 100+ clents seize opportunities and overcome challenges brought about by ad technology disruption. Previously John was Director of Business Development, North America for French technology company (, inventor of the breakthrough inRead(TM) format for online and mobile video. Prior to that he served in a Business Development role at Ultramercial, a pioneer in using interactive advwrtising as a paywall oprion for payment-based content. He is also Principal at TV - The Next Generation (SM), a consulting, publishing & information services business.

Articles by John All articles by John

  • What Has Technology Wrought? Trust Issues, For One  in Video Insider on 03/22/2016

    I'm enthused about the potential for programmatic TV and video, and all digital ad forms, to change for the better in the ways advertising is bought and sold. But there are some things that I want to feel better about before I would advise any buyer or seller to put all their eggs in the programmatic basket.

  • Vast Difference In Program & Ad Viewing Highlighted By Millennials Stats in Video Insider on 01/20/2016

    There was a time when television program viewing was a perfect surrogate for ad viewership. Since the remote control - the first ad-avoidance technology - that surrogacy relationship has devolved to next to nothing. The good news for producers of television and video programming is that the content form is alive and well, and much in demand by young and old alike.The bad news is that this newfangled World Wide Web distribution channel has not only stripped power from legacy distributors and given power to new technologies, but has provided the most effective ad-avoidance tools ever. Content viewing and ad viewing are officially divorced. Viewing and ad consumption by young adults and teens today suggest it won't be coming back soon, unless a very different business model emerges.

  • Should There Be A New Category Of Video Buying: Silent Video? in Video Insider on 09/23/2015

    The power of traditional television has always been conveyed in three little convincing words used for ages by CMOs, agency media strategists and creatives alike: "sight, sound and motion." Now with new and fragmenting distribution channels for television/video (T/V) including online, mobile and OOH, these qualities have been fragmented, causing advertisers to face at least five different types of viewer experience.

  • Are Legacy, Analog Media Ad Sellers 'Milking' The Business Model? in Video Insider on 08/10/2015

    I was surprised when I recently tripped over a Verizon SuperPages book on my Brooklyn stoop. Are there still advertisers that pay to be listed - even some that buy display ads - in these ever-shrinking, yet still mass-distributed, printed business phone directories? Is this a case of "milking" the business model by Verizon, whose core business as a leading mobile service provider and recent purchaser of AOL is clearly digital? Does anyone under 75 actually page through such a directory to find telephone numbers?

  • Time For Television/Video To Adopt 'Host & Guest' Model in Video Insider on 07/16/2015

    It's time for T/V to get over its longtime love affair with the "cat and mouse" approach to advertising. Can you imagine the hospitality business constantly hounding their guests to do something they don't want to -- that has nothing to do with the reason they have come to the venue? We need a bold media company to step up and make explicit a new contract with and for consumers, becoming a gracious host that respects a valued guest, as in other businesses.

  • Unbundling Needn't Be End of Profitable Revenue For MVPDs  in Video Insider on 06/05/2015

    One of the great emotional tug-of-war battles going on in television and video today is around the issue of unbundled vs. bundled content. I believe it is about to hit the pocketbooks of traditional television providers. Holding one end of the "rope" are MVPDs (multichannel video programming distributors like cable, satellite and telco companies) who package thousands of programming options in bundled offerings at significant cost to subscribers.The other end of the "rope" is held by the media consumer - and as is the case in a real tug-of-war, the youngest demographic groups are anchoring the effort to have more choice and more control over final costs than the older demographics, who grew up with bundled television.

  • 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.

Comments by John All comments by John

  • Are Video Ads The Next Digital Bubble? by Paolo Gaudiano (Video Insider on 06/09/2015)

    It will be interesting to see if your prediction comes true Paolo. Brand advertisers and agencies for years have paid high premiums to TV networks and local TV for the opportunity to view an ad, with no guarantees of engagement or viewability. And lengthy TV ad pods have been high on the list of most intrusive, interruptive methods to deliver a marketing message. Yet television still commands high premiums because that's the way it's always been done. As that money shifts from TV (television) to T/V (Television/Video), will advertisers finally demand guaranteed viewability, and be willing to pay for it? There's a shortage of premium pre-roll inventory right now. So your questions of when, how and why are fascinating to ponder and to watch as the marketplace responds.

  • Will Programmatic TV Go Mainstream This Year? by Ben Plomion (Programmatic Insider on 03/10/2015)

    Excellent overview and conclusions Ben. I love when writing clearly explains and supports ideas that all sides and levels of expertise can benefit from.

  • Brand Safety Tips For 'Wild West' Of Multiplatform, Internet-Distributed T/V by John R. Osborn (Video Insider on 07/23/2014)

    Thanks James. What I meant was there is no sense of whether a viewer is even in the room when passive linear television is running an advertisement at a certain time, or that if VCR'd that the ad was seen for the minimum or maximum time within the pod that many or even most viewers are zipping through. With instream or outstream video online or on mobile, at least there is a record that a user-initiated click or scrolling action initiated a video start that can me measured against minimum or completed viewing.

  • New Viewability Guidelines Bring Much-Needed Third Dimension To Ad Buying by John R. Osborn (Video Insider on 04/04/2014)

    Thanks Ken. No doubt, things are going to get very interesting in the next year as the industry really absorbs this. Perhaps the basis of a reality T/V program: "Real buyers of T/V"?

  • New Viewability Guidelines Bring Much-Needed Third Dimension To Ad Buying by John R. Osborn (Video Insider on 04/04/2014)

    Thanks Ken. No doubt, things are going to get very interesting in the next year as the industry really absorbs this. Perhaps the basis of a reality T/V program: "Real buyers of T/V"?

  • Native Advertising And Video: How To Avoid The Skip Button by Jen Sargent (Video Insider on 03/18/2014)

    Thank you Jen for a thoughtful piece on native video. I thought your definitions of advertorial and native were as clear and concise as I've heard, though I think an industry lexicon definition is still being formed. I agree that this is the time for engagement and attraction, not hard promotion, by advertisers.

  • How Much Could I Save With OTT VOD Plan Rather Than Bundled Cable? by John R. Osborn (Video Insider on 03/05/2014)

    Any more comments?

  • How Much Could I Save With OTT VOD Plan Rather Than Bundled Cable? by John R. Osborn (Video Insider on 03/05/2014)

    Thanks Chris - I actually considered WiFi access/Broadband connection to be additional and equal in either case in step 1, though it could be argued that the "triple play" discount would advantage the cable option. I take your point about the public access, though I don't gravitate to them myself, I agree they are important. The exercise is a very personal one for my viewing habits, and it would be interesting to see how other viewer profiles fared in the comparison.

  • Video And Display Ads Have Nothing In Common: So Why Are They Sold The Same Way? by Tal Chalozin (Video Insider on 12/13/2012)

    Excellent points Tal. We've seen pre- and mid-roll "click to play" and "auto-play" used as terms that separate online video from static display. Recently I've found a new format, "View-to-Play" which inserts video between lines of text on publications that don't have to produce or acquire new video to insert a pre-roll within. It expands the definition of context from strictly video to the text pages a reader seeks. More intrusive than "click to play" but less in that it doesn't block content while the reader experiences it. Check out for a demo.

  • Brand Manager Again: What I'd Do With T/V Today Knowing What I Know Now by John R. Osborn (Video Insider on 12/05/2012)

    Thanks Walter. I agree with you that there are many ways to build awareness and branding, including those you mention. I'd like to find a way for guaranteed listening in radio, and with digital delivery this may become more possible. You raise a good point about product placement, and targeting with properties like WebStars. Thanks for the response.

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