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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

  • 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.

  • Brand Safety Tips For 'Wild West' Of Multiplatform, Internet-Distributed T/V in Video Insider on 07/23/2014

    MediaPost's Wayne Friedman quantifies the early shifting of budgets to online video in his recent article on this year's decline in cable as well as broadcast upfront ad spending. Online video accounts for approximately 7% of the total T/V nut ($5 billion of $70 billion total) and is poised for multiple-digit annual growth. So if television dollars are moving to Internet distribution and portable platforms, how will brand safety be maintained while ads potentially land everywhere and anywhere a viewer can find content?

  • How Cross-Platform Video Plans Can Optimize Reach Today in Video Insider on 06/24/2014

    Yesterday I ran across a sponsored advertorial piece that included the question "How do you calculate digital reach and brand impact from moving TV dollars to digital video?" I often think of myself as too sophisticated to "fall for" sponsored content, especially in the B2B publications where I am targeted, but this question was too intriguing to resist.

Comments by John All comments by John

  • 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.

  • Amazon And Epix Partnership Should Be A Call To Action For Content Owners by Biff Burns (Video Insider on 09/26/2012)

    Biff - this is an excellent analysis of what this partnership means. As cable and satellite distributors try and leverage providers to stay within the bounds of the profitable bundling system, the emergence of new delivery avenues, particularly among younger users, will be very attractive to producers. Pursuing unbundled opportunities (see Dish and Epix) and the long tail global monetization possibilities will at some point be too attractive for content producers to ignore, particularly as younger T/V users mature. This is a big step with a big player in the OTT space (Amazon) and should have positive impact on the business model for most parties.

  • To Bundle or Not To Bundle - That Is the Question for T/V (Television/Video) by John R. Osborn (Video Insider on 06/21/2012)

    Thanks for all the thoughtful feedback and input. These and other emails point out something I wish I'd included in the original piece, that as a believer in consumer choice, I would not advocate eliminating the offer of bundled content on any platform. Rather, I would encourage savvy media providers to add a-la-carte, pay per view and quid-pro-quo exchange options for those that want them. The marketplace will determine the right pricing for each. I expect there is media provider revenue currently left on the table, revenue from those consumers who want more say in defining what they subscribe to and how they pay for it.

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