Tech versus traditional media: a battle for advertising survival

This eerily resonates with a prescient scene in the Succession series (HBO, 2019), where Jamie Laird, outside banker and financial advisor, tells patriarch Logan Roy (founder and CEO of Waystar RoyCo, a global media and entertainment conglomerate):

“Tech is coming. Tech is here. Tech is strangling you. There are one, maybe two traditional media groups that will be strong enough to survive... If you don't sell, what's going to be different in 2 to 4 years? Nothing will be different. Do you think more people will read your newspapers? Watch TV? Culturally, structurally, financially, you're in deep shit. In 5 years you'll be in deep shit.”

These words illustrate the stark reality facing the media and their advertising sales houses today. GAFAMs, with their ability to capture and exploit consumer data on a global scale, are redefining the advertising market. Meanwhile, traditional publishers are having to reinvent their models.

The facts are stark: if nothing changes, these predictions will become reality. They're already coming true.

Eroding audiences and advertising revenues threaten the very survival of traditional media. They are reorganizing: planned mergers (TF1+M6) are being abandoned, to be reborn as international alliances (RTL AdAlliance, PubliEurope...), equity investments (such as MediaSet for ProSiebenSat1) or complete takeovers (20th CenturyFox by Disney)... Purchasing methods have been optimized, but the number of players involved has unfortunately limited the business impact of programmatic buying. Advertising investment in traditional media is under pressure. There is a crying need for innovation.

At the same time, other investments are growing steadily. These include nano/micro-influencer campaigns, which are being used by a growing number of advertisers aware of the impact of consumer recommendations and keen to supplement their advertising campaigns at the bottom of the funnel.

The answer: an innovation combining the power of advertising and the trust of recommendations

The answer to tech's stranglehold on media lies in innovation and reinvention. This situation led us to found BuyTryShare. Experts in these 2 worlds (media and influence), we developed the industrial SaaS tool requested by one of our first media agency contacts: he was fully aware of the impact of consumer recommendations!

BuyTryShare offers a different approach, centered on trust and technology. By combining the trust of consumer reviews with the power of advertising (screens, pages), we offer Ad Sales Houses a solution that reconciles power and authenticity. Our technological solutions enable media agencies and advertisers to :

• Maximize the relevance of advertising campaigns.

• Create real and lasting engagement with audiences.

• Guarantee optimal ROI for advertisers.

Nothing is lost: innovation will be your redemption, and BuyTryShare is here to help!

So the battle isn't over, and all is not doomed. Traditional media can still capitalize on their strengths - proximity, credibility, and the ability to tell stories that enlighten and bring people together, and to create immersive, unifying and authentic experiences.

But this requires greater collaboration between players and intelligent use of data. BuyTryShare is part of this dynamic, offering data-driven solutions tailored to the needs of today's advertisers and consumers. In a world where tech is omnipresent, only innovation can create a sustainable future for media that still invest in creation and information.

Offering service also means paying tribute to you, dear classic media... Shall we begin?

At BuyTryShare, we firmly believe in the importance of traditional media. Why? Because they are the guarantors of independent, algorithm-free information - essential pillars of our democracies. We recognize the unique value of what you bring to our societies.

That's why we've designed tools for you - so that you can continue to play this fundamental role, while remaining competitive in a market redefined by technology.

BuyTryShare is more than just a solution, it's more than just a platform. It's a tribute to your resilience. An invitation to reinvent the future together. A promise of transformation for traditional media, enabling you to regain control of a new source of revenue and transformation.

Agility and responsiveness: values that are in the very spirit of BuyTryShare, given the urgency of the situation. Media friends, are you ready?