2030: TV won't be what it used to be - and neither will advertising

Faced with this technological revolution in the way television content is consumed, the question is no longer ‘do we need to adapt? but ’how do we reinvent media performance in a multi-distributed, connected world driven by real engagement?

1. Audience fragmentation = the end of certainties

Content consumption has become totally polymorphous: AVoD, SVoD, BVoD, replay, FAST TV, livestreams on social networks, video podcasts... Audiences no longer gather at the same time, or on the same screens. They disperse, zap, choose, return.

For brands and advertising agencies, this means the end of mass media in the traditional sense of the term. Reach needs to be rethought: no longer in terms of raw volume, but in terms of quality of engagement, trust and contextual relevance.

Especially as the number of distribution platforms continues to multiply, fragmenting both attention and budgets. Advertising can no longer be content with traditional formats. It needs to be integrated seamlessly, natively and personalised into a variety of environments, taking account of consumers' actual behaviour.

2. Brands need more credible and measurable levers

Today, what influences a purchase is not (just) the repetition of an advert. It's reviews, product tests, recommendations from friends and family, and video reviews. It's the famous social proof. And it's everywhere.

Consumers trust their peers more than they trust traditional advertising pitches. And this trust is now measurable: engagement rate, viewing time, click-through rate, purchase intention...

At BuyTryShare, we believe that advertising should no longer ignore this social dimension. It has to integrate it, make it activable, and use it to drive campaigns. Not just as a bonus, but as a driver of credibility and conversion.

Our approach? A technology that turns a brand's consumers into ambassadors who can be seen in its advertising, broadcast on all screens. This combines the power of media channels with the proximity and authenticity of UGC (User Generated Content) content..

3. The Ad-Sales House of the future: data-driven, agile and ROI-oriented

Advertising sales houses need to change. In a multi-distributed, data-driven world, their role is less to sell space than to create value. This implies new offerings, new KPIs, and a logic that is more performance-oriented than pressure-oriented.

It's also an opportunity: by relying on intelligent activations based on behavioural data and social content, advertising sales houses can offer more engaging, more effective and better monetised advertising experiences.

BuyTryShare (with its PoCs) is part of this dynamic: a concrete test to measure the impact of integrating social proof into a segmented TV campaign (as in cinema, but also in the press). Initial results show an increase in attention, a better perception of the brand and a leverage effect on sales.

4. TV & social proof: a sacred union for 2030?

Connected TV, IP boxes and addressable environments now enable advertising content to be finely targeted and personalised. But why not go even further?

What if, alongside the actor or model, a real customer appeared? A satisfied user, a credible micro-influencer, a witness to the value of the product?

This hybrid between social proof, authentic content and media power is BuyTryShare's mission. And we are convinced that it will be a major driver of advertising effectiveness in the years to come.

It also opens the way to new business models: creation of campaigns based on content produced by consumers themselves, reduction in production costs, customisation of visuals according to audience segments, etc. Advertising is becoming alive, participative and connected to usage.

2030 is tomorrow.

Change is already here. It's no longer a question of resisting, but of evolving. Testing, daring, measuring. Those who know how to adapt will be one step ahead of the market.

At BuyTryShare, we're offering advertising sales houses a new way forward: advertising enhanced by the voice of the consumer. We believe in advertising that is more human, more intelligent and more effective. Advertising that inspires as much as it convinces.

Why not talk about it?

Join us in testing a new way of thinking about advertising - more connected, more credible, more effective.

👉 Let's talk about your BuyTryShare PoC today.