How authentic customer reviews transform TV advertising into a conversion tool

Traditional media forced to reinvent themselves

Faced with the growing dominance of GAFAM in the advertising market, traditional media outlets no longer have the luxury of remaining static. They are forced to reposition themselves not only in terms of content, but above all in terms of business models. Two recent developments illustrate this profound transformation:

• The TF1/Netflix agreement, which allows the French free-to-air television giant to distribute its content via set-top boxes alongside the American platform, shows how much traditional channels now have to contend with their former digital rivals.

• The acquisition of Sky Deutschland by RTL, confirmed at the end of June 2025, is further proof of this. By taking over Sky's activities in Germany, Austria, Switzerland, and Luxembourg from Comcast, the RTL Group (a subsidiary of Bertelsmann) is affirming its strategic desire to build a European advertising battleground against international platforms by consolidating television assets and gaining greater control over the value chain.

But this transformation must also involve advertising sales houses. BuyTryShare positions itself as a natural ally of advertising sales houses, providing them with a unique SaaS solution designed to diversify their revenues, strengthen advertising attention, and offer advertisers more credible and actionable formats through the integration of authentic customer reviews into traditional media. This approach is no longer just a matter of technological innovation: it is a strategic response to an urgent need for transformation. Especially since BuyTryShare benefits from the active support of TERRITORY Influence, another subsidiary of the Bertelsmann group, which is involved in the industrialization of the model in Europe via its micro-influence and review collection platforms (trnd). This is a logical convergence within a group that is now structuring its response to GAFAM on all fronts—content, distribution, and monetization.

From advertising to live social proof

The BuyTryShare solution is based on a mechanism that is as simple as it is effective: letting consumers themselves speak at the heart of the advertising. It is based on three key steps:

1. Recruit real consumers who have been pre-qualified via proof of purchase.

2. Collect their reviews, which are authentic and moderated to ensure their sincerity and traceability.

3. Incorporate one of these reviews —a rating out of 5 and a short quote— into a 5-second commercial broadcast immediately after the traditional TV commercial.

This short format, called an “ad-on,” is designed to capture attention and transform a top-down message into instant social proof. It is systematically enriched with a QR code or a short link, redirecting to a dedicated page that collects all the reviews—sometimes even to an e-commerce site or a request form.

This system, which might have seemed innovative a few years ago, is now fully integrated into the habits of consumers and advertising sales houses.

In France, several recent initiatives confirm the widespread adoption of QR codes as a gateway between content and conversion:

• TF1 PUB has announced the arrival in fall 2025 of shoppable ads incorporating QR codes directly into advertising screens to enable immediate purchase of a product seen on screen.

• Canal Plus Brand Solutions is going even further with its MyCanal platform, testing a system where, during the broadcast of HBO Max programs, contextual QR codes appear on screen to offer a product or service directly related to the content being watched.

BuyTryShare is fully in line with this approach: it is no longer just about showing, but about proving and activating. The QR code becomes the interface between the emotion of advertising, the trust of customer testimonials, and action (click, purchase, lead). A three-dimensional advertisement, so to speak: informative, social, and transactional..

Result: a medium with double impact

In an environment where every dollar invested must demonstrate its profitability, BuyTryShare does not just appeal with its promise—it measures it. Unlike traditional advertising, whose effects are sometimes unclear or delayed, the BuyTryShare system is based on a series of concrete indicators that are monitored in real time. This hybrid model combines:

• the emotion and memorability of TV advertising;

• the reassurance and trust inspired by customer testimonials.

This combination of memorization and reassurance has a threefold effect:

1. More attention: the disruptive format (addition of customer testimonial) captures the viewer's attention more effectively.

2. More trust: certified testimonials create social proof that is difficult to ignore.

3. More conversions: the QR code accelerates the transition from attention to action.

The BuyTryShare approach thus responds to a strong market demand: finding the balance between performance and credibility, between advertising creativity and transparency of results. This makes it a tool that is perfectly aligned with the requirements of modern marketing departments, which must innovate, reassure their management, and prove the effectiveness of each campaign. With BuyTryShare, advertising ceases to be a gamble—it becomes a traceable investment.

A measurable and verifiable ROI

BuyTryShare campaigns enable you to accurately measure the impact of advertising.

In addition to the measured indicators—click-through rate, conversion rate, uplift in brand awareness or purchase intent, number of leads generated, NPS (Net Promoter Score), average product rating, repurchase rate, or customer lifetime value—are complemented by additional metrics specific to advertising sales houses, such as ad impressions, viewing time, aided recall rate, average post-exposure basket size, bounce rate, and landing page engagement rate.

An ideal platform for convincing marketing departments seeking concrete results without sacrificing creativity.

Conclusion: letting your customers speak for themselves is better than speaking for them.

In a world saturated with promises, brands must learn to trust their users. BuyTryShare transforms every advertisement into amplified social proof. The message is no longer “buy our product,” but “listen to those who have already done so.”

What if the future of TV advertising depended on the voice of customers—and a new lease of life for advertising agencies seeking impact and sustainable revenue?