Why customer reviews are the diversification lever that advertising agencies have been waiting for

A tense environment for advertising sales houses

The pressure on advertising sales houses has never been greater. Faced with the rise of GAFAM, changes in audience habits, and channel fragmentation, traditional business models are eroding. Major media groups have no choice but to accelerate their diversification.

Take TF1, for example, which just celebrated the first anniversary of TF1+, a BVoD platform combining free advertising and micro-payments per episode. Inspired by mobile gaming, this service allows users to watch a program without advertising for a few cents. The approach was tested in France in September 2025 and rolled out in 22 French-speaking African countries in the summer. The goal? To go beyond traditional advertising revenue. To reinforce this strategy, TF1 has also signed an agreement with Netflix to broadcast its linear channels starting in summer 2026, thereby confirming its shift toward a multi-platform aggregation approach and expanding its presence beyond traditional channels.

For its part, France Télévisions is focusing on content aggregation: since July 2025, its entire catalog has been available on Amazon Prime Video, in a dedicated section. This sends a clear message: audiovisual groups must seek out their audiences wherever they are, including on competing platforms.

At the same time, a crucial realization is taking hold. According to Philippe Bailly, YouTube's massive influx onto televisions poses a direct threat to traditional channels. Television screens, once bastions of media influence, are now being taken over by amateur or algorithmic content.

And the phenomenon is global. From England to Finland, from the Czech Republic to the United States, traditional players are adopting hybrid strategies: micropayments, freemium, VoD, multi-platform aggregation. ITV offers daily access to content, MTV Media combines free and premium content on Katsomo, and CME in Eastern Europe is promoting Voyo+ with exclusive content.

In this rapidly changing landscape, BuyTryShare (BTS) is establishing itself as an essential companion product for advertising sales houses. Where TF1 and France TV are seeking to monetize through new editorial offerings, BTS offers a new advertising product that is perfectly integrated with current systems and generates immediate added value.

BTS: a new high value-added media product

BuyTryShare has established itself as the partner of choice for advertising sales houses looking to meet this demand. Its concept: add a 5-second spot highlighting authentic customer reviews immediately after the main commercial. This format is designed to reinforce the credibility of the advertising message, while providing immediate, measurable, and engaging social proof.

There are numerous advantages for the advertising sales houses:

• A differentiating product to offer advertisers,

• A justification for CPM through increased attention,

• An additional monetization lever without changing existing media plans.

An easy-to-activate and highly profitable offer

BTS enables advertising sales houses to manage the entire chain: collecting reviews, creating additional spots, broadcasting, and measuring results. By activating the power of their audience, advertising agencies transform their viewers or readers into influencers.

Pilot campaigns conducted in Eastern Europe show:

• Increased attention and advertising recall,

• Higher interaction rates thanks to QR codes,

• A positive impact on brand image and purchase intent.

By integrating BuyTryShare into their offering, advertising sales houses are not just adding another format: they are introducing a new standard in how to monetize attention, justify media value, and above all, restore trust in advertising.

The simplicity of activating the device—an additional 5-second spot, certified reviews, QR code to landing page—makes it a pragmatic, measurable, and scalable solution. It is a direct response to the expectations of advertisers who want more than just a screen: they want a signal of reassurance for their customers. And objective performance.

In an ecosystem where differentiation and revenue recovery are urgent priorities, BuyTryShare is not a gamble, it is an opportunity to be seized immediately. By leveraging the social proof economy and the emotional power of TV media, BTS gives advertising agencies a concrete competitive advantage, while strengthening their role as strategic intermediaries between brands and audiences.

The future of advertising is no longer just about reach. It's about credibility, engagement, and proof. And that's precisely where BuyTryShare makes all the difference.

BTS, catalyst for the transformation of public transport authorities

BuyTryShare doesn't replace, it amplifies. BuyTryShare doesn't compete with existing formats: it intelligently complements them by injecting a layer of social proof where it is most needed. For advertising agencies' sales teams, it's a new selling point. For management, it's a vehicle for sustainable and profitable diversification. In a market where every point of attention counts and pressure on rates is constant, BTS offers advertising agencies a low-friction, high-impact innovation.

Its strength lies in its ability to integrate into existing systems without altering them: same media plan, same main ad, same broadcast... but with a 5-second add-on that changes everything. By adding an authentic customer testimonial, the ad gains credibility, engagement, and relevance. It reestablishes a form of dialogue between the brand and its audience.

For sales teams, BTS is becoming a new differentiator against competitors who are often limited to volume or raw data approaches. It allows them to justify superior value by demonstrating real performance, validated by KPIs such as QR code click-through rates, purchase intent, or NPS.

In terms of management, BTS is fully committed to sustainable diversification. It generates new sources of revenue without relying solely on traditional advertising budgets. Better still, it repositions the advertising sales house as a strategic player in the conversion process, rather than just a seller of space.

At a time when advertising agencies must justify their usefulness in a world of platforms, BuyTryShare gives them the means to become essential again: through proof, performance, and trust.