Why the ‘bottom of the funnel’ is impoverishing brands…

The bottom of the funnel did not “win”. It was over-invested.

For more than ten years, the work of Les Binet and Peter Field has documented a counterintuitive but now well-established phenomenon: brands that over-invest in the short term at the expense of the long term end up paying more for each point of performance, while gradually weakening their brand equity.

In other words, the bottom of the funnel did not become dominant because it was inherently superior. It became dominant because it was easier to measure, quicker to justify, and more reassuring in a high-pressure environment.

In Media in Focus and Selling Creativity Short, Binet and Field clearly demonstrate that:

the short term (activation, promotion, tactical targeting) is effective for generating immediate sales,
the long term (emotional creativity, mass media, narrative consistency) is the main driver of sustainable growth,
and that upsetting this balance — by sacrificing the long term — automatically leads to a destruction of value in the medium and long term.

This point is fundamental: performance has never been the enemy of the brand. It is its exclusive overinvestment that poses a problem. By reducing marketing to what is immediately measurable — CPA, ROAS, last click, real-time attribution — many brands have gradually abandoned what cannot be measured instantly, but nevertheless creates most of the value: desirability, memorability, brand preference.

The result is paradoxical:

In the short term, indicators appear to be improving.
In the medium term, acquisition costs are increasing.
In the long term, the brand is eroding, becoming interchangeable and dependent on activation.

As Binet and Field show, ‘short-term thinking sells, long-term thinking grows. Confusing the two destroys value.’

At BuyTryShare, we firmly believe that customer proof is what allows us to become measurable again in the long term, without distorting it.

Performance has never been the enemy of the brand. The problem lies in reducing marketing to what is immediately measurable…

And it is precisely this imbalance — documented for over a decade — that largely explains the current tensions between creativity, traditional media and business demands.

Traditional media have not lost their effectiveness

They have lost touch with the evidence. The relative decline in investment in traditional media is often interpreted as a loss of effectiveness.

This is a simplistic interpretation — and largely incorrect. Academic research and market studies show that television, print media and cinema remain the most powerful media for building brand awareness, recall and preference. They continue to operate where pure performance fails: in building long-term relationships.

The problem, then, is not that these media no longer work. The problem is that they have been gradually disconnected from the moment of validation. In other words, they still trigger emotion, interest and desire… but they no longer offer immediate continuity to proof.

In the past, this disconnect was not an issue. Advertising enjoyed implicit credibility. The brand spoke, and the message was generally accepted.

Today, that capital has eroded. Contemporary consumers are neither hostile to advertising nor passive. They have become reflexively suspicious. They watch. They listen. But they check.

And when advertising offers no explicit path to proof, it is circumvented. Not rejected — but simply incomplete.

This is precisely what explains a paradox that has been observable for several years:

Traditional media continue to generate emotional impact,
but struggle to defend their business contribution in the face of channels perceived as more ‘actionable’,
even though their role in brand building remains decisive..

In reality, they have been locked into an artificial opposition:

on the one hand, mass media for image,
on the other, platforms for proof and performance.

This separation has benefited the platforms. But it has weakened the ecosystem as a whole.

The real issue, then, is not creativity. Nor is it media power. Nor even audience fragmentation. The real issue is the lack of a bridge between exposure and validation.

When advertising triggers a desire without offering the possibility of immediate verification, it leaves the consumer alone with their doubts — and automatically loses some of its value.

The paradox is therefore as follows:

Traditional media remain essential for brand building,
but are increasingly less recognised as business drivers,
because they no longer incorporate the logic of proof that has become central to the purchasing process.

This is not inevitable. It is a problem of design, not relevance.

At BuyTryShare, we start from a simple belief: proof should not replace the power of traditional media. It should complement it.

Advertising is not intended to become a place for consultation. But it can — and must — once again become the moment when credibility is at stake. By reconnecting mass media with customer evidence, it becomes possible to:

preserve their emotional and narrative role,
while giving them measurable continuity towards validation.

Traditional media have not lost their value. They have lost a link. And it is precisely this link — between creation, exposure and proof — that now determines their ability to remain central to marketing strategies.

What platforms understood before anyone else:

immediate verifiability.

The reason why platforms have gradually captured an increasing share of advertising value is not solely because they are more efficient, more creative or more technologically innovative.

This is primarily because they understood a simple reality very early on: in a world of mistrust, any promise must be immediately verifiable. On platforms, advertising is never isolated. It is systematically surrounded by validation signals:

visible reviews and ratings,
comments,
recommendations,
user-generated content
instant exploration possibilities.

Exposure and proof coexist in the same environment. This continuity changes everything.

When an advertisement attracts interest on a platform, consumers do not need to leave the site to check it out.

The proof is there, accessible, integrated, sometimes even imposed. It is not so much a question of trust in the platform itself. It is a question of immediately reducing doubt.

The platform does not ask consumers to believe. It allows them to verify.

This is precisely what has made these environments so effective in terms of performance. Not because advertising is more persuasive there, but because the path between intention and validation is short, fluid and measurable.

Conversely, traditional media have long operated on a different model:

exposure here,
verification elsewhere,
decision later.

This model was viable as long as advertising enjoyed implicit credibility. That is no longer the case today. However, it would be wrong to conclude that platforms have ‘won’ through creative or cultural superiority. They have won because they have been able to meet an expectation that has become central: the ability to validate a promise without friction.

But this gain has come at the cost of several well-known adverse effects:

standardisation of messages,
constant pressure to deliver short-term results,
increased reliance on activation,
and growing difficulty in building truly distinctive brands.

In other words, platforms excel at conversion. They are much less effective at building sustainable brand value.

The real challenge, therefore, is not to imitate platforms. Nor is it to transform traditional media into transactional environments. The real challenge lies elsewhere: it consists of reintroducing immediate verifiability where emotion, desirability and preference are built.

That is to say, at the heart of mass media. When television, press or cinema advertising triggers strong emotions but offers no explicit access to evidence, it leaves consumers suspended between interest and doubt.

Conversely, when a creative message is immediately accompanied by credible evidence, it does not lose its emotional power. It gains legitimacy. This is where the historical separation between branding and performance shows its limitations.

Verifiability is not an attribute of the bottom of the funnel. It is a cross-cutting requirement that has become structural in all decision-making processes.

Platforms understood this before anyone else. Traditional media can now reclaim it — without giving up what makes them strong.

At BuyTryShare, we start from a simple observation: proof is not the enemy of creativity. It has become its prerequisite for credibility.

By reconnecting the emotional power of traditional media with certified, immediately actionable customer evidence, it becomes possible to:

maintain the impact of the top of the funnel,
meet contemporary validation requirements,
and finally move beyond the sterile opposition between image and performance.

Platforms have understood the importance of verifiability. Traditional media have mastered the art of creating symbolic value. The challenge now is to bring the two together.

And it is precisely here that the future of advertising effectiveness is being played out.

Finally reconciling evidence, creativity and value

The debate between branding and performance is a false one. What has weakened brands in recent years is neither creativity, nor moderation, nor the pursuit of ROI.

It was separating emotion from evidence, exposure from validation, the long term from the measurable. The bottom of the funnel did not win. It was overinvested in, for lack of anything better.

Traditional media have not lost their power. They have lost their continuity towards evidence.

Platforms did not triumph through creative superiority.

They simply understood, before others did, that every promise had to be verifiable.

The challenge is therefore not to choose between image and performance. The challenge is to make the top of the funnel credible, measurable and actionable again, without distorting it. This is precisely the role of customer proof.

At BuyTryShare, we firmly believe that certified social proof is neither a gimmick nor just another marketing tool. It is the missing piece that allows traditional media to regain their full economic value, while respecting their cultural and creative role.

In an age of mistrust, advertising will not win by promising more. It will win by allowing verification.

And this is exactly where BuyTryShare comes in.

Why certified reviews are becoming the ultimate weapon against advertising mistrust

This graph does not say ‘opinions have no place in advertising’

At first glance, this graph may seem counterintuitive to those who advocate for the integration of customer reviews into the advertising world. Only 4% of respondents cite advertising as their preferred channel for reading reviews, compared to 46% for Google and 34% for the brand’s website. Some will see this as a definitive condemnation: ‘Reviews have no place in advertising.’

It’s a quick read. And above all, it’s a misreading. What this graph actually measures is not the usefulness of reviews in advertising, but where consumers go to find proof when they are already in decision-making mode. In other words, it answers the question: ‘When I want to check something, where do I go?’ The answer is perfectly logical:

Google to compare and cross-reference sources,
the brand’s website to confirm the offer,
sometimes email or social media,
and very rarely advertising, which historically has never been designed as a space for consultation.

The classic mistake: confusing the place of evidence with the time of evidence. This is where the fundamental confusion lies.

A place of discovery is a space designed for exploring, reading, comparing and delving deeper.
A moment of discovery is a moment triggered by an exhibition, an emotion, a promise or a desire.ie.

Advertising has never been — and never will be — a place for proof in the strict sense of the word. No one expects to read dozens of customer reviews in a television advert, a newspaper page or a poster. And that’s fine.

But advertising is, by its very nature, the moment when the need for proof arises. It is precisely when an advertisement works — when it captures attention, arouses interest, creates a projection — that the modern consumer’s reflex kicks in:

‘Okay… but is it true?’
‘Have others experienced it?’
‘Can I verify it?’

What this graph really reveals is that advertising is bypassed if it does not trigger access to proof. The key figure is therefore not just 4%. The key figure is what it implies. It shows that:

Advertising alone is no longer considered credible by default.
Consumers have developed a systematic validation reflex,
and this reflex is exercised elsewhere… immediately after exposure.

Advertising is not rejected. It is bypassed when it offers no path to proof. It is not a problem of creativity, format or GRP. It is a problem of cognitive continuity between the message and validation.

So the real question is not ‘where do people read reviews?’ It is much more strategic: Does advertising allow access to evidence at the exact moment when interest is triggered?

This is where everything comes into play. And this is precisely where the intelligent integration of certified reviews — not as content to be consumed, but as a signal of credibility and a gateway to verification — becomes decisive.

Advertising should not host the evidence. It should activate the evidence reflex at the right time, in the right places, in a fluid, explicit and measurable way.

It is this shift—from isolated messages to verifiable messages—that is redefining advertising effectiveness today. And this graph, far from invalidating this approach, is one of the clearest demonstrations of it.

BuyTryShare does not include reviews in advertising

It activates them through advertising. This is undoubtedly the most misunderstood — yet most fundamental — aspect of the BuyTryShare approach. Contrary to popular belief, BuyTryShare does not seek to transform advertising into a review platform. Television does not become a Tripadvisor. The press does not turn into a comment forum.

Above all, advertising does not become a place for consultation. It remains what it has always been, and what it does best: a trigger.

Advertising as a cognitive bridge, not as a destination

In the modern consumer’s thought process, advertising plays a very specific role:

It creates the spark.
It captures attention.
It projects a use.
It triggers a desire.

But the moment this interest arises, a second mechanism automatically kicks in: ‘Can I verify this?’

This is where most advertising campaigns end. The message is broadcast… then left alone, with no follow-up.

BuyTryShare comes into play precisely at this point: between exposure and verification. Advertising does not become proof. It becomes the point of access to proof.

Why format, duration and design are strategic

This role of ‘cognitive bridge’ requires very specific choices — and commitment.

A short format (5 seconds)

Because it is not a matter of lengthy persuasion, but of pointing things out.

Evidence does not need a speech. It needs credible evidence.
A certified average mark

Because it acts as an immediate cognitive shortcut.

A simple, universal signal that can be understood in a fraction of a second.
A real customer quote

Because he embodies proof.

He does not speak ‘on behalf of the brand’, but on behalf of a peer.
An explicit promise: ‘genuine reviews, verified customers’

Because trust can no longer be assumed. It must be expressed.
A visible and unapologetic QR code

Not a technological gadget, but an interface that makes advertising verifiable again.

Because it embodies the call to action: ‘Want to check? You can. Right now.’

It is not a technological gadget. It is a mental interface between mass media and individual action.

BuyTryShare does not compete with Google or the brand’s website

He feeds them with an already warm intent. This is a fundamental point: Google remains the natural place for verification, and the brand’s website remains the space for reassurance and conversion.

BuyTryShare does not seek to replace them. It directs users towards them, but with one major difference: the intention is no longer cold, it is triggered, contextualised and measurable.

Consumers do not ‘stumble upon’ a review page. They arrive there because a trusted media outlet has triggered their need for proof. That is what makes the difference:

an interactive exposure,
an intentional impression
a measurable GRP signal.

The real paradigm shift: from ‘declarative’ advertising to ‘verifiable’ advertising

Historically, advertising operated on a declarative model: ‘This is what we say about ourselves.’ The BuyTryShare model introduces a subtle but radical shift: ‘This is what our customers say — and here’s how you can verify it.’

This is not a break with creativity. It is an extension of its credibility: advertising continues to inspire dreams, evidence provides reassurance, and the media becomes the link between the two.

In summary

BuyTryShare does not incorporate reviews into advertising. It incorporates the ability to verify into the advertising itself. And in a world where mistrust has become a reflex, this simple shift — from isolated messages to verifiable messages — profoundly changes the nature of advertising effectiveness.

The real problem with traditional advertising revealed by this graph

It is no longer trusted by default. The most revealing figure in this graph is not Google’s 46% or the brand website’s 34%. It is the 4% attributed to advertising. Not because it ‘condemns’ advertising, but because it reveals a much deeper reality: advertising is no longer considered a credible source in itself.

It is not a crisis of creativity.
It is not a crisis of formats.
It is not even a crisis of audience.
It is a crisis of evidence.

Aujourd’hui, un message publicitaire est perçu comme une affirmation par défaut. Et toute affirmation appelle une vérification.

Today, an advertising message is perceived as a default assertion. And every assertion calls for verification.

This is precisely what explains a phenomenon that has been observed for several years in the United States — and is beginning to occur in Europe: the structural decline in TV advertising revenue, while Google, Meta, Amazon and TikTok capture most of the growth. Why is this?

Because platforms have long since incorporated what traditional advertising has ignored:

immediate access to evidence,
measurement of intent,
continuity between exposure and action.

Traditional media, meanwhile, remained stuck in a model where attention was supposed to be enough.

This graph puts an end to that illusion. It shows that without actionable proof, advertising is automatically bypassed. It may trigger an emotion… but it loses the battle for credibility.

And this is precisely where BuyTryShare provides an industrial solution.

Advertising must no longer just capture attention

It must inspire confidence. This graph does not call advertising into question. It simply reminds it that it must become relevant again. In 2025:

advertising is no longer a place of proof,
but it remains the key moment when the need for proof arises.

Certified reviews are not there to ‘look good’ in an advert: they are there to make the message verifiable, immediately, simply, without friction. BuyTryShare does not seek to change existing habits. It relies on an already established reflex: see → doubt → verify

The difference is that he:

anticipates this reflex,
organises it,
channels it,
and makes it measurable for brands and media alike.

We are entering an era in which:

All serious advertising will need to offer a path to validation,
any exposure without proof will be perceived as incomplete,
and media capable of monetising trust, not just attention, will regain the upper hand.

In this context, BuyTryShare is not an anomaly. It is a logical evolution. Because tomorrow’s advertising will not win by speaking louder. It will win by proving itself better.

In an age of mistrust, advertising will no longer win by promising more, but by providing access to proof.

Context, credibility, customer: the new golden triangle for brands in 2026

The context is no longer neutral: it becomes a signal.

In 2026, the environment in which an advertisement is displayed no longer plays a mere background role. It actively influences how the message is perceived. Context becomes a co-brand symbol: it either lends credibility to or undermines what you have to say.

In other words: the channel stamps its reputation on your message.

👉 When an advertisement is broadcast on television, shown in movie theaters, or published in the pages of a well-known daily newspaper, it benefits from an aura effect. The host media acts as a quality filter: it reassures viewers, lends credibility to the brand’s message, and increases the chances of engagement.

Conversely, distribution in a crowded social feed—between two pieces of UGC or alongside sensationalist videos—exposes the brand to dilution or even rejection. Even with relevant targeting, trust will not follow if the context does not support it.

This is a critical point in a market saturated with messages: it’s no longer just what you say that matters—it’s where you say it.

A visual broadcast on Canale 5 during the 8 p.m. news (TG5), a testimonial inserted in an insert in the New York Times, or a customer review shown before a movie in a UGC cinema, do not carry the same weight as a clip posted on Instagram or TikTok. The setting becomes implicit proof of reliability.

🎯 Conclusion: In 2026, brands must integrate a “context planning” approach in the same way as media planning or target planning. Because a good message in the wrong context becomes inaudible. Whereas a credible message in a respected context becomes proof.

A battle of confidence: traditional media outlets are holding out… but are in the crosshairs of GAFAM

In 2026, trust remains largely associated with regulated traditional media (television, press, cinema). According to the Kantar Media Reactions 2025 study, the media perceived as most trustworthy by consumers are still:

TV: 43% trust
Print media: 38%
Cinema: 35%

… compared to only 21% for social media and 19% for UGC video platforms such as YouTube or TikTok.

💡 However, these bastions of credibility are under pressure. The partial or targeted acquisition of “premium” media assets by streaming platforms or GAFAM companies is proof of this.

For example:

Netflix is in exclusive negotiations to acquire Warner Bros Discovery’s “WBD Streaming & Studios” division in early 2027—including gems such as HBO, HBO Max, Warner Bros Pictures, New Line Cinema, TNT Sports, etc. This move would leave out linear channels such as CNN, Discovery, and Eurosport, which remain in the WBD Global Networks division. This type of split illustrates a dual phenomenon:
1. Platforms want to capture the aura of historical quality (HBO, cinema) to fuel their own offerings.
2. But they are leaving behind linear channels, which they consider less compatible with their model, even though they retain a strong foundation of trust.
Amazon’s acquisition of MGM (finalized in 2022 for $8.45 billion) sends a strong signal: digital giants are not only investing in technology and targeting. They are seeking to acquire the cultural credibility and narrative power of the major traditional studios.
- MGM has more than 4,000 films and 17,000 episodes of series—a global cultural footprint (James Bond, Rocky, etc.) that is far more powerful than any series native to a platform.
- As The Guardian analyzed, Amazon did not simply buy a catalog, but “access to Hollywood’s generational trust.”

➡️ This move confirms one thing: the perceived value of traditional media remains very strong—even among those who once disrupted it.

➡️ What this means for BuyTryShare: Even when under fire, traditional media remain a bastion of credibility. It is their association with certified customer reviews (post-purchase reviews, standardized boxes) that will enable them to reconcile media power with trust. And turn it into a strategic asset in the face of algorithmic invasion.

Context, credibility, customer: the new golden triangle for brands in 2026

For decades, brands occupied a central position in advertising narratives: they spoke, and the public listened (or not). But in 2026, this centrality shifted. It is no longer the brand’s intention that convinces, but rather the customer’s experience in a credible context.

Proof can no longer be decreed. It must be demonstrated.

A strong visual image, a reliable environment, an authentic voice: this is the new triptych of effectiveness. We no longer buy into promises. We adhere to proven results.

Customer testimonials move from reviews to advertising

Customer recommendations are no longer limited to product listings or Google reviews. They have become a strategic communication asset.

Concrete examples:

Automotive: a brand such as Audi could include a verified review from a recent buyer, certified according to ISO 20488, in its TV commercial.

Cosmetics: in a press insert, a post-purchase customer testimonial would reinforce the message of naturalness or dermatological tolerance of a L’Oréal Men Expert skincare product.
Food industry: a 7-second movie ad shown before a Cinemaxx screening, where a real certified customer would simply say “I didn’t believe in plant-based yogurts… until I tried Alpro’s”.

In these three cases, advertising becomes shared evidence. And this evidence does not come from a slogan, but from real-life experience.

The brain encodes better when the source is perceived as reliable.

Neuroscience confirms this effect. According to a 2024 study by Neuro-Insight, an advertising message presented in a context deemed serious (reputable newspaper, news channel, movie theater) generates:

+23% activity in areas linked to long-term memory
+18% emotional resonance
A greater propensity to purchase if the source is perceived as “disinterested”

This means that the context influences not only how the message is received, but also how long it sticks. In other words, the same message will be better received if the media context inspires trust. This is something that social media no longer guarantees to

The customer becomes the proof—and the guarantee—of a sound investment.

For both marketing and finance departments, 2026 marks a turning point: every dollar invested must demonstrate its usefulness, not only in terms of visibility, but also in terms of credibility and real impact on brand preference.

But in a saturated, unstable, and sometimes toxic advertising environment, the most reliable signal is the one that comes from the customer themselves.

Not from a paid influencer.
Not from a targeting algorithm.

But from a real consumer, after purchase, who shares their validated feedback. This is precisely what BuyTryShare proposes to integrate into media campaigns:

✅ 1. Certified customer reviews, post-purchase

Collected in accordance with NF522 or ISO 20488 standards, they guarantee authenticity, the absence of excessive inducement, and traceability. This provides legal and reputational assurance, reassuring for CMOs and validatable internally by Compliance.

✅ 2. Distribution in premium environments

TV, press, cinema: regulated media with a stable editorial framework, where brand safety is native—no configuration required.

This secures the distribution context and backs up customer proof with a trusted channel. It is the combination of “strong media + credible message.”

✅ 3. An agile, short format, without costly redesign of assets

The BuyTryShare format is added as an appendix, in 5 seconds. It can be integrated into an existing campaign without requiring a complete re-edit or complex production.

It’s a low-cost, high-impact investment — ideal for testing, learning, and optimizing.

What this means for a CMO:

You no longer depend solely on reach or brand storytelling.
You add a signal of truth to your campaigns.
And you create a differentiating asset in an advertising world where everything looks the same..

What this means for a CFO:

Media spending is no longer an “intangible” line item. It can now be measured in terms of perceived evidence. It adds credibility to an existing message without increasing budgets or risks. It’s a good way to boost the emotional profitability of a media plan.

🎯 In summary: BuyTryShare offers visible, standardized, integrable, and cost-effective customer proof.

And in a world where trust is rare, this proof becomes a decisive competitive advantage.

Customer centricity: when brands talk about listening to customers… without really listening to their customers

The paradox of customer centricity

Brands love to proclaim their love for their customers: slogans, value statements, promises of a ‘human-centred’ experience. They want to be ‘customer-centric’, at the heart of their discourse and strategy.

However, once we take the step of giving real customers a direct voice — through their recommendations, opinions and public statements — our reflexes change: moderation, filtering, control, selection of ‘clean’ cases.

This discrepancy between rhetoric (“the customer is king”) and reality (I control what the customer should say or not say, according to my own terms) undermines brand credibility in an era of proof of use and transparency.

It is this paradox that we will explore: why so many brands are willing to invest in influencers — but hesitate to activate their actual customers.

What the numbers say

Here are some figures, gleaned from available studies, which shed light on this behaviour.

In the automotive sector, a study by the Reputation agency indicates that 56% of European consumers say they ‘consult reviews and/or social media for major purchases such as a car’.
Another source (industry blog) mentions that ‘over 90% of car buyers consult online reviews when purchasing a car.’
On influencer marketing:
- 69% of consumers say they trust recommendations from a friend or influencer more than those from a brand itself. (source)
- A study indicates that only 37% of consumers trust influencers ‘more than the brand’.
- Others show that, in reality, confidence is declining: in the “Influencer Trust Index”, only 74% trust or somewhat trust influencer content, compared to 87% for traditional advertising in the United States.
Regarding the use of paid influencers: the influencer marketing industry is growing rapidly, which shows that brands are very active in this area (source)

Summary of lessons learned:

For major purchases (such as cars), consulting third-party reviews/testimonials has become virtually essential (>50%, often >90%).
Brands have long known that social proof (reviews, recommendations) carries significant weight in purchasing decisions.
Paradoxically, brands are much more inclined to hire paid influencers than to openly activate real, unpaid customers as spokespersons.
This indicates a gap between ‘we say we listen to the customer’ and ‘we let the customer speak freely/publicly’.

The automotive sector: an industry obsessed with image

Let us take the example of the automotive sector, a very large investor in advertising worldwide.

Brands invest millions in customer experience, design, and premium service (for premium and luxury brands).
However, when we look at their customer advocacy policy, we often notice: selected video testimonials, no paid media, few public forums, customers moderated by the brand, and little promotion of “ordinary” customers.
But data shows that buyers seek out these reviews: over 90% read reviews before making a purchase (or even ‘over 90%’ according to Embedsocial).
What this suggests: while customers are willing to give their opinions and seek them out, brands may be reluctant to open this channel publicly because it exposes them to potentially negative feedback and a loss of control over the narrative. Put simply, they (often) lack the structure to make the most of it.

Implications:

A brand that says ‘the customer is at the heart’ but does not allow that customer to be visible or speak freely may appear inauthentic.
In the premium/luxury sector, where image is key, the temptation to ‘control’ even more is strong — and this conflicts with the unfiltered social proof that customers are looking for.

What the United States reveals: same dynamics, same effects

In the United States, the use of influencers is even more common:

63% of consumers say they are more likely to purchase a product recommended by an influencer than a product that is not recommended. (source)
However, when it comes to trust, only 5% of consumers say they ‘completely trust’ influencer content. (source)
This creates a double standard: brands invest, but the quality of trust is uncertain. Conversely, it is customer reviews (unpaid, freely given) that are often perceived as more reliable.

Thus, the tension is widespread: talking about being “customer-centric” is one thing, but allowing customers to participate in the conversation (and sometimes criticise) is another.

BuyTryShare: reconnecting promises and proof

It is in this middle ground, between the brand that speaks and the customer who takes a back seat, that the opportunity lies:

give real customers the opportunity to become certified ambassadors (not paid influencers, but authentic users);
integrate their proof of use and testimonials into media channels (TV, press, cinema and digital) in a transparent manner;
enable the brand to maintain media consistency and legal compliance, while giving the microphone to real experiences.

With this approach, the brand moves from simple ‘customer-centric talk’ to genuine ‘customer-proof action’. It aligns:

Promise (the customer is at the heart)
Proof (the customer speaks freely, visibly)
Delivery (the brand uses this authentic voice across its channels).

The media showcase: preserving creativity, enhancing evidence

Television, cinema and print media remain the most powerful platforms for enhancing an advertising message. Their emotional impact and production quality should not be compromised by functional or informative elements such as ratings or reviews.

That is why, in the BuyTryShare system, customer proof never interferes with the original creation. The review, rating and call-to-action (QR code, link, etc.) are displayed in a separate message, immediately adjacent to the advertisement, with a dedicated background and format designed and approved by the brand and its agency.

Thus, the creative signature remains intact, while authentic proof is expressed in a complementary, harmonious and certified space.

The media retains all its nobility, the brand all its mastery, and the consumer, finally, their voice.

Conclusion

The mantra ‘the customer is our priority’ is ubiquitous — but many brands want customers to remain visible only if they remain moderate, aligned and controlled.

However, the figures are clear: buyers (whether of cars or other products) seek out, consult and trust testimonials from real customers much more than carefully crafted brand messaging or overpriced influencers.

The real challenge for premium brands today is not simply to pay an “influencer” to talk about them, but to reveal and promote their customers — and to give themselves the means to manage this voice with sincerity, structure and transparency.

NPS: the ultimate indicator… or a trap for brands?

A widely used KPI… but with strong cultural biases

Reminder for those unfamiliar with the term. NPS (Net Promoter Score) is a customer satisfaction indicator used worldwide. It is based on a single question: “On a scale of 0 to 10, would you recommend our product/service to a friend or family member?” The answers are used to classify customers into three categories:

Promoters (9–10): enthusiastic, loyal, likely to actively recommend.
Passive (7–8): satisfied but not very engaged.
Detractors (0–6): dissatisfied, may damage the brand’s reputation.

The formula for calculating the score is simple: NPS = % of promoters – % of detractors.

The result is a number ranging from -100 to +100. An NPS > 50 is generally considered excellent. However, its interpretation depends heavily on the industry, country, and channel of interaction (point of sale, customer service, online purchase, etc.).

NPS is popular—many brands use it as a key indicator of loyalty. According to Qualtrics, 76% of companies worldwide still consider it a pillar of their CX (customer experience) strategy.

But this metric is not consistent everywhere. In the study Calibrating NPS Across 18 Countries, Qualtrics shows that responses to the question “Would you recommend this company?” vary greatly from country to country—even for beloved brands.

For example, in some countries, consumers are reluctant to give a 10, even for their favorite brands; in others, extreme scores are more common. In other words: a “high” NPS in one country does not carry the same weight in another.

Benchmarks by sector: useful indicators — but only partial ones

To put an NPS score into context, industry benchmarks can help. Here are some recent benchmarks:

In tech (consumer solutions), the median NPS is around 40-55, with leading companies exceeding 70.
In the financial sector, the average NPS is close to 44 for financial services (and 30 for banks) according to CustomerGauge.
For insurance, the average index is +35 according to 2025 data.
In retail/consumer goods, scores vary, but averages range from 35 to 50 for well-perceived brands.

These sector benchmarks provide a point of comparison—an overall “health score” to position a brand within its competitive ecosystem. However, they remain disconnected from the realities of media communication and say nothing about the actual impact of advertising or the credibility of the message conveyed, for several reasons.

Why is NPS no longer sufficient in the media context?

a) NPS measures intention, not exposure, never behavior

Not all satisfied customers become visible ambassadors. Even promoters can remain silent: a customer may be a fan of your product or service… without ever publicly sharing their opinion. They may answer “yes, I would recommend it,” but never actually do so. They may recommend it privately, off the record, without leaving any trace that can be used in an advertising campaign. NPS does not capture those who speak up. NPS remains a declarative promise—not a tangible testimonial.

👉 Result: no visible evidence, therefore no reassurance lever that can be activated in the media.

b) A good NPS does not imply good perceived credibility.

A brand may display a high NPS in its dashboards, while suffering from a blurred image, a lack of evidence, or spontaneous reviews on visible platforms (Google, Trustpilot, social media, etc.)

➡️ The gap between internal perception (NPS) and external perception (e-reputation) can be considerable.

c) The NPS does not have any “media weight” in itself.

A score does not fit into a media campaign. It does not appear in an advertisement. It does not accompany consumers at the key moment of purchase. In a TV, print, or digital advertisement, saying “our NPS is +42” has no narrative power or emotional impact. This type of recommendation does not guarantee any impact. It does not trigger attention or engagement.

On the contrary, a real, embodied, verified opinion embedded in the message—as BuyTryShare allows—creates a narrative break and immediate credibility. It is no longer a score, it is lived proof. And only this can restore trust in a space saturated with promises.

d) The “score chasing” syndrome: when NPS becomes an end in itself

Some marketing teams focus on the score rather than the actual experience, optimizing the questionnaire’s margins of maneuver. The NPS becomes an objective rather than a signal. As a result, many companies end up:

Target the right moments (only after positive interactions)
Filter respondents (exclude critical or difficult segments)
Condition the experience (“feel free to give a 9 or 10 if you are satisfied”)
Reward teams based on the score, not on the actual quality of the experience

What was intended as an indicator of customer truth can easily turn into an internal performance target. And that’s where NPS goes wrong.

👉 The result: the rating goes up… but it no longer reflects the customer’s actual experience. We are no longer measuring spontaneous satisfaction, but a rating that is influenced, biased, and sometimes solicited.

Consequence: a loss of strategic clarity. The NPS ceases to provide insight when it becomes a target and no longer serves as a compass for the intrinsic quality of the product or service.

Scores are biased
Customer irritants are hidden from view
Teams believe they are “doing well” when in fact the actual experience is stagnating or deteriorating

Worse still, a company may invest heavily in artificially inflating its NPS, forgetting that it is not this figure that creates trust.

What proof of use corrects

Visible and certified customer proof, as in “augmented” media campaigns with the BuyTryShare commercial or insert, cannot be manipulated in the same way. It is based on:

a real-life experience (post-purchase)
a supervised collection (NF522, ISO 20488 standard)
public, verifiable, distributable content
an authentic signal, independent of a score

👉 Where NPS can be “optimized,” proof of usage is either present or absent. It cannot be manipulated—it must be earned.

Towards “NPS + visible proof”: the BuyTryShare approach

NPS and certified proof of use are not mutually exclusive: they are complementary.

NPS provides a NPS provides a macro view of satisfaction and latent loyalty.
Visible proof (verified customer reviews, testimonials) provides micro validation, integrated into the media journey.of satisfaction and latent loyalty.

With BuyTryShare, a brand can:

Measure your NPS to diagnose loyalty dynamics.
Engage satisfied customers to produce certified reviews.
Promote these reviews in the media (TV, press, cinema) to highlight what the NPS does not show.

The result: the audience receives not only a promise of quality—it receives credible, immediately actionable proof.

In conclusion: NPS remains useful, but it needs to evolve

NPS is a good starting point. But in a saturated media landscape, brands can no longer settle for a score—they need an authentic, visible signal.

The real question to ask is no longer “What is my NPS?” but “How can I make my NPS take shape, be seen, and be credible in the eyes of the public?”

BuyTryShare is that bridge: from score to proof. From declared customer to truly heard customer.

Why brands need to stop suffering from reviews and integrate them into their media strategy

A single negative review can change everything…

Sometimes all it takes is one cutting remark. One genuine but devastating comment, heard at the wrong time, in the wrong place:

“Terrible service, I will never return.”
“Product unusable after two weeks.”
“They sell you a dream, but the reality is very different…”

A single review. But it resonates. It reassures skeptics, confirms hesitations, and defuses desire. It slows down conversions, damages trust, and alters perception. And above all, it lingers. Much more than ads. Much more than promises.

It is not criticism itself that is dangerous. It is its perceived realism, its visibility, its isolation. Without positive evidence to counterbalance it, it becomes the default truth. The real question is no longer “how can we avoid negative reviews?” but “how can we build a framework where they no longer dominate the narrative?” This is where BuyTryShare comes in. Because a review should never be left alone in the arena of reputation.

The facts: a reputation crisis can sometimes unfold in 280 characters

One review. One sentence. One post seen at the wrong time. And an entire brand can be shaken. Online reviews have become much more than a tool for reassuring customers. Today, they are vectors of reputation, powerful social signals capable of influencing public opinion at lightning speed. For better or for worse.

A recent study reveals that a single negative but credible review, published on a visible platform (Google, Trustpilot, social media, etc.) and shared within 24 hours, can increase its impact on brand perception by a factor of 15. Even if it represents a minority opinion. Even if it is not representative.

It is not the volume that matters, but the emotional charge and visibility of the review. And this phenomenon of negative virality is often based on three structural weaknesses in brand strategy:

1. The lack of a public response

Ignoring a negative review is tantamount to agreeing with it by default. Worse still, it allows the conversation to fester without any context. In a society where transparency is the norm, not responding makes you look guilty.

2. The viral halo effect

A well-worded negative review becomes an alternative narrative. It can be reposted on other platforms, captured in a screenshot, incorporated into a TikTok video, or shared by influencers. And each reuse increases its potential for harm, because it changes the context without changing the substance.

3. The absence of visible contradictory evidence

Too many brands fail to activate their positive reviews. They leave them dormant on Google or on their website, without integrating them into their visibility strategy. As a result, when a prospect discovers a viral negative review, there is no counterbalance to offer them. No QR code to scan. No recent customer testimonials to consult. The narrative is one-sided. A single poorly managed review can thus take control of your reputation.

That’s why BuyTryShare advocates a different approach: Don’t just accept proof. Activate it. And give it the framework it deserves: advertising, premium media, and certified trust.

Suffer or act: you have to choose

Faced with the growing importance of customer reviews, too many brands still adopt a defensive stance. They react impulsively, in a hurry, instead of building a calm activation strategy. In practice, this often translates into three toxic reflexes:

1. Consider customer reviews as a “reputational risk to be managed.”

The review is perceived as a potential threat that must be contained:

we monitor it,
we moderate it sometimes,
we respond when it starts to cause a stir.

But this approach is purely reactive. It overlooks the fact that reviews are first and foremost an opportunity: raw feedback, proof of use, and a source of reassurance if used correctly. Trying to stifle reviews means losing out on their power to convince.

2. Delegating your entire online reputation to third-party platforms (often Google)

In 2025, 94% of French brands use only one review channel: Google Business listings. This creates technological and algorithmic dependence on a single player, whose rules can change overnight.

No governance on moderation,
No possibility of advertising value
No ability to link these reviews to a media campaign.

In other words: you are placing your credibility in the hands of someone who does not work for you.

3. Waiting for a crisis to react

It is only after negative buzz, an unjustified red flag, or a viral video on TikTok that management takes up the issue. But by then, it is often too late. The narrative has already been set, and perceptions have already been altered.

This passive stance is a major strategic error. Why? Because it is based on an outdated view of reviews: that they are mere “damp squibs” that need to be defused.

However, reviews are no longer mere hiccups along the way. They are signals of usage. Spontaneous social proof, expressed outside of the brand’s proprietary channels, but fully integrated into the purchasing journey.

Today, a customer review can be more influential than a TV commercial. So why not turn it into a media asset in its own right?

BuyTryShare proposes a change in logic:

No longer waiting for crises to speak up,
No longer viewing reviews as a risk,
But activating them as advertising evidence, framed, certified, and connected to performance.

Changing the paradigm: turning reviews into a media asset

It’s time to take customer reviews out of the “customer relations” or “community management” box. A verified, well-integrated customer review is worth more than a slogan:

It reassures,
it recounts a real experience,
it creates a bond of closeness,
and above all… it converts.

But to harness this power, we need to change our paradigm: move from a defensive mindset to an activation mindset, from a reflexive reaction to an integration strategy.

From the reviewed opinion to the orchestrated evidence

BuyTryShare offers a structured approach:

Integrate certified customer reviews into your advertising campaigns as a creative element in their own right.

In concrete terms?

🎬 An ultra-short advertisement (5 seconds/ a quarter-page ad) broadcast on TV, in the press, or in the cinema,

📱 With a review quote + a rating + a QR code,

🔗 Which links to a page containing other certified reviews, within a controlled ecosystem.

It is no longer enough to say ‘this product is effective’ or ‘this service is excellent’. We demonstrate that it has been effective — for real consumers, in a variety of contexts.

The effectiveness of traditional media… reinforced by social proof

Why broadcast these formats on television, BVoD platforms, in the press or at the cinema? Because they are trusted media.

Those where attention is the rarest… but also the most valuable. By integrating social proof (certified customer reviews) into a space where credibility still reigns supreme, we maximise the power of the message:

✅ Attention captured by the brevity of the format,
✅ Credibility reinforced by the authenticity of the content,
✅ Engagement triggered by the simple act of scanning.

It is the meeting point between evidence… and the media.

Trustworthy governance: ARPP, ISO 20488, NF522

Efficiency without ethics is not sustainable. That is why the BuyTryShare model is based on a governance framework that complies with international standards:

Human and transparent moderation (no paid reviews, no fake profiles),
Proof of purchase required in order to testify,
NF522 / ISO 20488 certification to regulate the collection, moderation and publication of reviews.a modération et la publication des avis.

Reviews are not an opportunistic marketing tool: they are structured, regulated, traceable evidence — and can be used in advertising. The goal is simple: move from attention to trust, then from trust to action.

What the ‘evidence + media’ strategy can achieve

Integrating proof into a media campaign is not just a marketing gimmick. It is a structuring lever that transforms advertising into a space of trust — and that changes everything.

Here are the three major benefits of this ‘evidence + media’ approach:

1. Protecting your reputation by staying active

A negative review becomes problematic when it is alone, isolated, and without visible contradiction. Conversely, disseminating certified, recent, and visible positive reviews via short advertising spots:

strengthens the brand’s presence in the public space,
shows that it listens to its customers,
and creates a preventive cover-up effect: the audience sees real evidence before looking for it.

This reduces the impact of negative reviews because they are no longer the only ones in the consumer’s mind.

2. Strengthen advertising credibility by speaking with — not instead of — the customer

Today, brand messaging is met with scepticism. But customer feedback, when contextualised and verified, is perceived as authentic, useful and reassuring. By incorporating these reviews into simple creative formats (excerpt + rating + QR code), advertising:

increases emotional impact: ‘It’s just like me.’
reduces objections: ‘If it worked for them, why not me?’
promotes brands that stand by their evidence: ‘They have nothing to hide.’

It is a change in advertising tone: from promise to testimonial.

3.Creating a virtuous circle: proof → commitment → performance

Chaque scan de QR code dans un spot BuyTryShare renvoie à une page de preuves enrichie :

with other certified reviews,
with up-to-date ratings,
with a contextual call to action (purchase, trial, booking, etc.).:

This mechanism transforms:

passive attention into active engagement,
confidence in conversion,
and interactions into measurable data.
et les interactions en données mesurables.

This ‘proof → media → scan → conversion’ cycle is traceable, attributable and optimisable.

This is where the BuyTryShare approach goes beyond mere brand awareness: it produces tangible results.

In summary: active proof protects the brand, lends credibility to advertising, and fuels performance.

BuyTryShare is bringing this strategic weapon, which has been neglected for too long, back to the forefront of media strategy.

Don’t just put up with customer reviews: activate them

Today, everyone talks about trust. But very few brands prove it. They continue to spread messages, hoping that we will believe them. Meanwhile, their own customers speak for themselves. Sometimes for the better, often without context, too often without relay.

BuyTryShare proposes a radical change in approach:

👉 No longer allow customer reviews to remain in the shadows,

👉 But highlight them in a controlled, credible, compliant environment.

We believe that a certified customer review, published at the right time, in the right format, on the right media, can be more powerful than a slogan.

Because an advert that proves its worth is worth more than an advert that makes promises..

That is the whole point of the BuyTryShare model: transforming proof into media, and media into trust.

Are you ready to take the plunge?

✔️ Launch a BuyTryShare PoC starting at €9,900 (activation included, excluding media purchase)

✔️ Test the effectiveness of your reviews in a short, measurable, and certified advertising format.

✔️ Regain control of your reputation in a sovereign and transparent environment.

Skydance–Paramount merger: what options remain for brands to make themselves heard in a changing media landscape?

A media Big Bang under close political scrutiny

The Paramount–Skydance merger, approved by the FCC after months of negotiations, marks the birth of an entertainment giant: cinema, TV, streaming, legendary franchises such as Mission Impossible and Star Trek. Buyout value: $8 billion. Value of the new group: nearly $28 billion.

While this deal is worth tens of billions, it tells a story that goes far beyond finance. It signals a cultural and political earthquake: Hollywood is changing hands under the watchful eye of Washington, where the shadow of CFIUS—and pressure from the White House—now looms large over this type of agreement.

The conditions set for approving this mega-merger—abandoning certain internal policies (DEI: diversity, equity, inclusion), appointing an “ombudsman,” an editorial mediator responsible for monitoring editorial bias—are not technical details.

The signals sent are clear: this shows how, in 2025, owning a media outlet also means managing political power relations. Media concentration is no longer just a market issue; it is filtered, authorized, and sometimes exploited by political powers. When flagship shows such as Jimmy Kimmel Live! and The Late Show with Stephen Colbert disappear from the airwaves after criticism deemed too bold, the message is brutal: freedom of speech comes at a high price, even for the biggest names.

More power… but less vocal diversity

The Paramount–Skydance merger comes with big promises: huge budgets, legendary franchises, and synergies between cinema, TV, and streaming. On paper, it’s a win-win: even bigger audiences, streamlined global distribution, and advertisers who get access to premium inventory in a single contract.

But behind this glamorous storytelling, the reality is more ambivalent. The more concentrated the landscape becomes, the more editorial voices become uniform.

For viewers, the offering seems generous—but it is becoming increasingly formulaic. Calibrated blockbusters, licensed series, storytelling designed to appeal to the widest possible audience: it is difficult to find alternative narratives when everything is decided within a small circle of conglomerates.
For advertisers, the power is undeniable. But this power comes at a price: a growing dependence on a few players who are able to set their own terms. Buying visibility, yes. Buying diversity of context, much less so.
For media agencies : the room for maneuver is shrinking. Premium inventories are locked up by three or four global groups, and the balance of power is no longer even: negotiations are conducted with virtual monopolies, not in an open market.

In the short term, audiences are tuning in. But in the long term, trust is eroding. When consumers feel that everything they watch comes from the same studios and that everything they hear in advertising follows the same pattern, they tune out. The “raw” advertising message loses credibility, perceived as part of a closed system.

In short: the power of conglomerates guarantees exposure, but not loyalty. And it is precisely this gap—between massive audience and fragile trust—that mechanisms such as BuyTryShare can fill..

The challenge for brands: finding a credible voice in a sea of mistrust

The equation seems paradoxical: never before have brands had so many opportunities to reach audiences—and never before have audiences given so little credence to their messages. Mergers between media giants guarantee global audiences, but they also confine campaigns to a framework that is perceived as standardized, controlled, and even politicized.

A premium TV commercial aired during prime time may impress viewers with its production quality. However, this is no longer enough to win them over. Worse still, when it is associated with a media outlet suspected of bias or political influence, it can generate immediate mistrust. Viewers judge not only the product, but also the channel that is promoting it.

That’s where the real challenge lies. To stand out, a brand must not shout louder than the others, but inspire more authenticity. Modern consumers have become code readers: they dissect promises, detect overly formulaic discourse, and spot the advertising mechanics behind every polished image. When faced with them, artifice no longer works

What he is now looking for is tangible validation: proof that the product works, that others have tested and approved it. Not a repeated slogan, but a human echo. In a sea of mistrust, the credible voice is not the one that resonates the loudest, but the one that rings true.

BuyTryShare: when proof takes center stage in campaigns

In this climate saturated with promises and undermined by mistrust, BuyTryShare acts as a breath of fresh air. Its principle is simple, almost obvious: why ask a brand to bear the burden of conviction alone, when it already has the best possible ally—its own consumers?

Where a traditional campaign ends with a slogan or a powerful image, BuyTryShare extends the story. Five seconds is all it takes. A real, verified review that extends the advertising film, and everything changes: the viewer no longer just hears a pitch, they witness validation. The message ceases to be a top-down promise and becomes shared proof.

This break is seemingly minor, but decisive in terms of experience. In a world where every advertisement can be suspected of being formatted or manipulated, this human touch acts as a guarantee: “others like you have already bought it and recommend it to you.” The gaze changes, attention is captured, trust is established.

And that is the strength of the approach: the brand does not renounce the power of the mainstream media; on the contrary, it exploits it fully, but injects it with a dimension of authenticity that neither technology, politics, nor budgetary one-upmanship can buy.

BuyTryShare does not promise to invent a new form of advertising. It promises to reconnect advertising with what has always made it effective: proof that a product works, seen and heard by everyone.

In the shadow of giants, the voice that resists

The Paramount–Skydance merger is not just another financial deal. It illustrates an era in which media concentration is accelerating at an unprecedented rate, politics is invading newsrooms, and viewers are becoming suspicious of what looks too much like a well-oiled machine. The louder the megaphones get, the more trust erodes.

For brands, the lesson is clear: it is no longer enough to buy space or increase repetition. The battle is not quantitative, it is qualitative. It is fought on a more intimate level: the ability to prove that a product or service delivers on its promises. This proof is not found in a KPI or an audience curve, but in a human voice that is credible and recognizable among all others.

It is precisely this voice that BuyTryShare brings to the forefront. By integrating verified consumer testimonials into the very heart of the most powerful advertising formats, BuyTryShare offers brands an authentic anchor in a sea saturated with calibrated narratives.

Mergers will continue, media empires will grow, political pressure will persist. But there will always be one thing that neither conglomerates nor governments can buy or censor: the trust that comes from a sincere review. And it is this unyielding voice that BuyTryShare chooses to amplify.

What if your best advertisement was a review from a satisfied customer?

At BuyTryShare, we believe it’s time to merge two forces that, until now, have lived in separate worlds:

The power of traditional media: television, press, cinema… capable of reaching millions of people in a matter of days and building brand awareness.
The trust of certified reviews: authentic feedback from real customers, identified and verified, directly influencing purchasing decisions.

Why separate them when their combination is explosive?

Imagine: you see a 5-second spot on TV for a sun cream. Not just with the brand’s logo and promise… but with a 4.7/5 rating from 500 real-life buyers, collected in the 15 days prior to broadcast. It’s no longer just advertising, it’s social proof that reassures and triggers the desire to buy.

And it’s not just an idea:

In a test conducted on a European market, the addition of a visible note on the screen increased purchase intention by +28% compared to a classic spot.
In the press, an insert showing the rating and a review extract generated 2.3 times more visits to the product page than the version without the review.
In cinema, a car advertiser combined its trailer with a rating from recent customers, resulting in a 17% increase in test drive requests in the following weeks.

The result: a new advertising format, where the rating given by real buyers appears directly during the campaign, whatever the channel.

It’s yesterday’s audience power, amplified by today’s credibility.

Why does this change everything?

1. Immediate credibility

Studies show that 74% of consumers believe that the presence of verified customer reviews boosts their confidence in a brand (source: BrightLocal).

Displaying these reviews at the very heart of a media campaign creates a reassuring reflex: “others have tested it, I can go there”.

💡 An example inspired by the market: in the cosmetics industry, campaigns incorporating certified reviews have seen up to +20% purchase intent compared to a classic spot.

2. Increased attention

In a saturated environment, with its ever-increasing number of solicitations, capturing even a few seconds of attention has become a rarity.

The presence of a real note acts as a “visual stopper” and draws the eye instinctively.

💡 Example inspired by media studies: in the press, an insert showing a customer note generated up to x2 reading time and a significant increase in clicks to the product page compared to a version without a note.

3. Measurable ROI

The integration of verified reviews goes beyond simple advertising exposure: the message can be linked to measurable behaviors.

With BuyTryShare, activation tracking (via testers, QR codes, short links) makes it possible to identify.

💡 Hypothetical example: on a car launch, linking the broadcasting of a noted spot to the increase in test requests would make it possible to precisely quantify the impact of social proof in the media mix.

To sum up:

Credibility: customer reviews inspire confidence.
Visibility: an authentic figure attracts the eye.
Measurement: exposure and conversion are linked.

In a nutshell:

Social proof creates trust.
Visual proof attracts attention.
Numerical proof demonstrates return on investment.

It’s this triple strength that BuyTryShare brings to traditional media campaigns.

How does it work?

1. Broadcasting the classic spot

It all starts with the advertiser’s traditional media campaign: a TV or cinema spot, or a press insert. The objective remains the same: to tell the brand’s story, highlight the product and generate desire.

2. Live social proof

The next step is a 5-second mini-spot. Simple and powerful, it displays the average rating given by buyers on the TV Reviewers® website – a platform that guarantees that each review comes from a real, identified consumer.

For example: “Average rating: 4.6/5 – based on 523 verified reviews”.

This figure becomes immediate proof, visible to the entire audience, reinforcing the credibility of the initial advertising message.

3. Action at your fingertips

A QR code appears on screen. Viewers can scan it instantly to :

Give their review if they are already a customer.
Discover and buy the product directly.
Or… do both.

This bridge between traditional media and digital activation transforms a simple viewing into a measurable conversion opportunity.

💡 In pratice:

On a TV screen, the succession of “spot + note + QR code” plays out in less than 40 seconds, but maximizes attention and trust.
In the press, the principle is identical: campaign visual, then “note + QR code” insert to extend the online experience.

A winning bet for…

Brands: more sales, more trust

Studies show that adding verified customer reviews to a communication can increase purchase intent by +18 to +25% (source: Spiegel Research Center).
Campaigns incorporating social proof achieve an average online conversion rate 12% higher than a conventional message.
By combining the reach of TV or press with this immediate proof, BuyTryShare gives brands a lever with a double effect: massive reach and instant reassurance.

Media: a new format that generates additional revenues

Ad Sales Houses can offer this “spot + social proof” format as a premium product, with measurable added value.
On TV or cinema inventory, this format can generate up to +15% additional revenue per campaign, without cannibalizing traditional advertising space.
At a time when publishers’ traditional display revenues are falling (-5% on average by 2024), advertising innovation is becoming an indispensable growth driver.

Consumers: an active role in the life of brands

82% of consumers say they want to share their experience after a purchase (source: PowerReviews).
With BuyTryShare, they don’t just give a review: they see that review valued in a national campaign, reinforcing their sense of belonging.
As a bonus, integrated QR codes offer direct interaction: participation, purchase, recommendation – a virtuous loop where the consumer becomes an actor and ambassador.

💡In summary:

Brands → ROI boosted by trust and activation.
Media → incremental revenues and differentiating format.
Consumers → amplified and recognized voice.

Conclusion

The face of advertising is changing.

For decades, brands talked, consumers listened. Today, consumers talk to each other… and brands have everything to gain by inviting themselves into this conversation.

By combining the power of traditional media with the credibility of certified reviews, BuyTryShare offers a unique format that adds value to every second of attention, transforming trust into measurable performance.

This is an opportunity for brands to increase their impact, for the media to create new sources of revenue, and for consumers to play an active role in the lives of the brands they love.

The advertising market is looking for proof and efficiency. We believe BuyTryShare is one of those proofs.

📩 If you too would like to test this format in your next media plan, or find out more about our PoC approach, let’s talk.

While everyone else is at the beach, some brands are getting ahead of the game.

The illusion of the summer slump…

August is often seen as a “dead” month in communications. But in reality, consumer media behavior doesn’t stop—it evolves. And that’s an opportunity for brands to seize… if they’re agile.

Mobile usage is skyrocketing. On vacation, smartphones are becoming the focal point of media consumption.

According to Médiamétrie, time spent on mobile devices increased by 17% in July and August compared to the rest of the year.
Review platforms (such as Google, TripAdvisor, and Trustpilot) see a 22% increase in traffic during holiday periods.
QR codes are no longer reserved for restaurant menus: 46% of French people have scanned them at least once while on vacation (source: Statista 2024), often to access a service or product information.

In short: your prospects are on their phones, available and curious. But you still need to offer them something credible to scan.

The voice of consumers never takes a break

Summer is peak season for customer experience. It’s when people try out new sunscreen products, mobile roaming plans, rental services (apartments, scooters, family SUVs, etc.) or… a neobank that offers more competitive fees for banking abroad.

And what do we do right after that? We share. We take notes. We give our opinions.

According to BazaarVoice, the volume of consumer reviews increases by 15 to 30% in July and August, depending on the category.
UGC content (photos, videos, stories, recommendations) is 66% more prevalent during the holidays than during the rest of the year (source: Hootsuite x Later, 2023).

This spontaneous, authentic, sincere content is like raw pearls—provided you know how to capture and showcase it.

Advertising noise is decreasing

In August, major media plans are often put on hold. The result: less competition on the airwaves, in the press, and in movie theaters.

According to Kantar, TV GRPs fell by an average of -40% in August compared to the peak in June.
CPMs (cost per thousand) on certain digital platforms are falling by up to -25% due to lack of demand.
Magazine publishing has also seen a decline in circulation and advertising pressure, opening up more visible spaces for campaigns.

Less noise means more chances to stand out—especially with a credible message delivered by the customer’s voice.

August is therefore not a time to take a break. It is a strategic window of opportunity:

To capture authentic insights and quotes in real time.
To prepare differentiating assets while the competition is just getting back on its feet.
To launch a new format (5-second UGC spot, QR-enabled, televised customer quote, etc.) in September.

What brands that are ahead of the curve are actually doing

The most strategic brands don’t suffer from the summer slump. They exploit it—as an agile laboratory, a discreet accelerator, a unique opportunity to optimize their return to work. Here’s what some of them are doing with BuyTryShare while the competition is still sunbathing…

Some (savvy) brands take advantage of this to collect social proof during the season. Summer is a time when consumers experience products (on their skin, on the road, while traveling) and activate the BuyTryShare platform (via our partner trnd.com) to collect hot customer content with high usage value.

They build their Q4 campaigns on a foundation of credibility. By collecting authentic testimonials starting in the summer, brands (and their agencies) can:

Script video assets ready for September.
Customize their TV commercials according to region (e.g., “Recommended in Marseille by Sandrine, 41”).
Highlight customer testimonials in end-of-year commercials, when advertising competition is at its fiercest.

A sunscreen brand could activate BuyTryShare to recruit 500 testers (via trnd). In two weeks, it could collect:

Approximately 470 authentic reviews,
Around 40 customer videos filmed in real-life situations (vacations, outdoor activities),
A dozen mini-ads produced using UGC, some of which will be adapted for TV or digital media in the fall.

It is a reliable stock that can be activated, which brands already have at their disposal while others are still searching for their back-to-school concepts.

They are preparing an agile and rapid PoC. Summer is the ideal time to move forward without political obstacles or operational overload.

Creation of a 5-second spot based on a verified customer review
Integration of a QR code to redirect to a landing page of certified reviews or the e-commerce site
Broadcast via TV media buying (linear or BVoD/replay), press, or cinema, without modifying the main media plan
A streamlined reverse schedule, delivered in just 10 days.

Typical result (source: BTS PoC 2024 – FMCG Central Europe):

+23% increase in purchase intent after exposure,
+38% increase in ad recall compared to traditional creative,
QR code click-through rate between 1.4% and 2.8% (vs. 0.5% on average for print or display).

While others wait for “everyone to be back” before taking action, agile brands are already building their differentiation.

They listen,
They prepare,
They amplify the impact of their advertising campaigns with the voice of their customers — with authenticity, rigor, and scalability.

Conclusion: Summer should not be a break, but an opportunity to reflect on this

In a world where trust can no longer be decreed, it is brands that listen to their customers and value their opinions that make the difference. And while others wait for the start of the new school year to get back on track, you have the opportunity to take action. Without waiting for a strategic overhaul. Without additional costs.

Simply by incorporating the voices of their consumers into their media campaigns.

BuyTryShare makes it simple:

With short deadlines,
Dedicated support,
Measurable results.

Would you like to try BuyTryShare this summer?

Whether you are a brand, a media or creative agency… or an advertising network that is more innovative than the rest,
Whether you are looking for a Proof of Concept or a differentiating lever for Q4,
Whether you are curious or already convinced…

We are available all summer long to discuss this.

No heavy sales pitch. Just a conversation. An exploration. And, why not, a first step.

➡️ Get in touch now

Because your customers already have the right words. It’s time to make them heard.

Advertising in the “No Ads” era: rethinking engagement

A profound change in the way advertising is perceived

The images we have before us are not insignificant: they illustrate a fundamental trend. In many buildings and residences, “NO JUNK MAIL” stickers are multiplying on letterboxes. This phenomenon is not anecdotal. It reflects a growing rejection of traditional paper-based advertising, perceived as intrusive, useless and polluting.

But does this rejection of paper advertising mean that consumers no longer want information about the products and services that interest them? Quite the contrary. They simply want more targeted, more relevant and, above all, more credible communication.

It is precisely in this context that BuyTryShare proposes an innovative approach, relying on the power of social proof and data to make advertising more effective and better accepted.

The paradox of the modern consumer: advertising saturation but a need for information

We live in a world where every individual is exposed to thousands of advertising messages every day. Billboards, TV commercials, online ads, promotional emails, commercial SMS messages… The overload is such that many consumers end up losing interest in marketing messages altogether.

Yet the paradox is glaring: although consumers actively reject certain forms of advertising, they continue to seek out recommendations for their purchases. They consult customer reviews, watch product test videos on YouTube, follow influencers’ recommendations or ask questions on social networks.

So the problem isn’t advertising per se, but its lack of relevance and often intrusive nature. What consumers want is not generic advertising, but advertising that speaks to them, delivers real value and builds trust.

BuyTryShare: intelligent advertising based on social proof

This is where BuyTryShare comes in. Our approach is based on a fundamental principle: effective advertising is not advertising that interrupts, but advertising that engages and convinces, thanks to the trust of consumers themselves.

We have designed a technological solution that combines two powerful levers:

1. The power of advertising screens and pages, to reach a large audience in a dynamic, high-impact way.

2. The authenticity of consumer reviews, to reinforce the credibility of the advertising message and remove disincentives to purchase.

In concrete terms, our solution makes it possible to integrate customer feedback directly into advertising campaigns. When consumers see a BuyTryShare ad screen, they don’t just see a brand promoting its own products: they see real testimonials, honest reviews, and concrete evidence of other users’ satisfaction.

The result? An ad that inspires trust, captures attention and maximizes engagement.

A new opportunity for Advertising Sales Houses

Advertising sales houses play a key role in the transformation of the advertising market. They must constantly innovate to meet advertisers’ expectations while adapting to changes in consumer behavior.

Today, they face a twofold challenge:

1. Convincing advertisers of the effectiveness of their advertising solutions, despite growing consumer mistrust.

2. Guarantee brands an optimal return on investment (ROI) by maximizing the impact of their campaigns.

With BuyTryShare, advertising sales houses finally have a solution that meets these challenges. By integrating our technology, they can offer brands an innovative advertising alternative, based on social proof and data. This enables them to differentiate themselves on the market, attract new advertisers and improve the performance of advertising campaigns.

In other words, BuyTryShare is not just a new solution, it’s a strategic opportunity for advertising sales houses who want to remain competitive and relevant in a changing ecosystem.

Conclusion: the future of advertising lies in trust and commitment

The images of letterboxes covered with “NO JUNK MAIL” stickers send out a strong signal. They show that consumers no longer want to be inundated with marketing messages that have nothing to do with them.

But they also reveal a unique opportunity: to rethink advertising by integrating what consumers are really looking for: authentic recommendations, concrete evidence and real experiences.

With BuyTryShare, we’re paving the way for a new advertising era, where communication is no longer a simple broadcast of messages, but a genuine dialogue of trust between brands and consumers.

Today, advertising sales houses have the opportunity to take part in this revolution. Those who adopt this new approach will not only be able to offer more effective campaigns, but also strengthen their position in a market undergoing radical transformation.

Tomorrow’s advertising will be smarter, more relevant and more engaging. It’s time to write this new chapter together.