Author Archives: John Osborn

About John Osborn

John R. Osborn is an ad agency veteran, formerly Senior VP, Group Media Director BBDO/OMD. For 23 years, he led traditional and new media efforts for clients Visa, Bayer, Eli Lilly, DuPont, FedEx, GE, Charles Schwab, Discovery Networks, HBO, Lifetime Networks and more. John is a longtime advocate for and action-taker around emerging media technologies through the emergence of Cable TV (Pillsbury, DuPont - 1980s), Interactive TV and Internet (Visa, US Navy - 1990s) and online, wireless, Wi-Fi access and Advanced Television (Ultramercial - 2000s). In 1994 he won BBDO's agency-wide Founders Award for work reflecting the BBDO ethic of quality, creativity and effort. Most recently he was Director of Business Development at Ultramercial LLC, an emerging media company providing a unique business model for TV, Online, Wireless and Wi-Fi access. - Author of “The Next Business Model for Ad-Supported TV?”, published February 20th, 2009 in Ad Age Mediaworks - Facilitated and trained agency staff and clients in Creative Ideation sessions at BBDO/OMD. - “Integrating Creative Leadership” Certificate from the Creative Problem Solving Institute. - Past President and Interim Executive Director of Creative Education Foundation (CEF). - Grandson of BBDO co-founder, CEF founder, brainstorming and Creative Problem Solving process co-creator Alex Osborn.

In On-Demand World, It’s Time For On-Demand Video Advertising

It’s not just a millennial thing anymore. Media users of all ages are accustomed to hit a button and make a choice about when and where they will consume their next bite of media. Whether a YouTube snack or a … Continue reading

Posted in Advertising, Online Video, Video | Leave a comment

What Has Technology Wrought? Trust Issues, For One

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 … Continue reading

Posted in Online Video, Programmatic, Video | Leave a comment

Vast Difference In Program & Ad Viewing Highlighted By Millennials Stats

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 … Continue reading

Posted in Advertising, TV Business Model | Leave a comment

Should There Be A New Category Of Video Buying: Silent Video?

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.” In fact, up until cinema advertising crossed the Atlantic, it was … Continue reading

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Are Legacy, Analog Media Ad Sellers ‘Milking’ The Business Model?

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 … Continue reading

Posted in Advanced Television, Advertising, Broadcast networks, Cable TV, Commercial load, Connected TV, Media Consumer, Satellite TV | Leave a comment

Time For Television/Video To Adopt ‘Host & Guest’ Model

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 … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Connected TV, History of Broadcast Advertising, TV Business Model | Leave a comment

Unbundling Needn’t Be End of Profitable Revenue For MVPDs

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 … Continue reading

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My ‘Mad Men’ VOD Experience: What It Means For TV Business Model

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 … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertising, Broadcast networks, Ratings, Satellite TV, TV Business Model, TV Commercial Ratings | Leave a comment

The TV Apocolypse. Q&A with John Osborn.

This interview held by Charlene Weisler was first published in www.MediaBizBloggers.com on February 24, 2015. The TV Apocolypse. Q&A with John Osborn. John Osborn of TV:The Next Generation is someone who believes that the traditional TV business model is entering an … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Connected TV, Media Consumer, Ratings, Satellite TV, TV Business Model, TV Commercial Ratings | Leave a comment

Is ‘Programmatic’ The Right Word For Automated T/V Advertising?

Five years ago the term “programmatic” began to be applied to ways of transacting automated, software-driven advertising deals on platforms more akin to the trading of stocks than traditional ad buys. Digital display was the sector in which it was … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Cable TV, History of Broadcast Advertising, Ratings, TiVo, TV Business Model, TV Commercial Ratings | Leave a comment