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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:

  1. Target the right moments (only after positive interactions)

  2. Filter respondents (exclude critical or difficult segments)

  3. Condition the experience (“feel free to give a 9 or 10 if you are satisfied”)

  4. 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:

  1. Measure your NPS to diagnose loyalty dynamics.

  2. Engage satisfied customers to produce certified reviews.

  3. 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.

Repairing advertising: when customer reviews and QR codes restore meaning to media attention

1. Customer reviews: stronger trust than advertising

Customer reviews are no longer incidental: they have become the norm that consumers systematically consult before making a purchase. In a saturated media landscape, where traditional advertising struggles to stand out, reviews appear to be a source of perceived truth that is direct and credible.

Documented and quantified trust

  • In 2025, 93% of consumers read online reviews before purchasing, and more than 53% trust them as much as personal recommendations (DemandSage). In other words, a stranger’s opinion online today carries as much weight as that of a close friend.

  • Among millennials, the ultra-connected generation, 68% trust online reviews more than TV advertising (34%) (Impact Group Marketing). This generational gap shows how the codes of trust have shifted.

  • More broadly, 78% of people trust reviews more than ads, while only 4% still consider advertising messages credible (Channel Signal)..

This distrust toward advertising explains the emergence of a “proof-based” marketing model: a credible message today must rely on real consumer experiences.

Direct impact on conversion

Trust is not just about image; it translates directly into sales.

  • 92% of consumers trust recommendations from friends and family more than any form of advertising, and 70% trust online reviews (Business News Daily).

  • According to Investopedia, reviews can boost conversion rates by up to +380% for high-ticket products, compared to a campaign without social proof (Investopedia). The more the purchase is engaging, the more reviews reassure and trigger buying decisions.

  • A Trustpilot study shows that adding the average rating and number of reviews in an ad can increase click-through rates by 10x compared to a message without social proof (Trustpilot).

Why reviews outperform advertising?

Traditional advertising aims to convince. Reviews, instead, reassure. It’s the difference between a promise and proof. In an era where consumers are over-informed and skeptical, they prefer to rely on peer experience rather than brand rhetoric.

Furthermore, social psychology has long demonstrated the effect of “social proof” (Cialdini, 1984): when an individual is uncertain, they rely on the behaviors or opinions of others to make a decision. Platforms such as Amazon and TripAdvisor have made this their fuel, and now this reflex is also becoming prevalent in audiovisual advertising.

Conclusion: Authentic customer reviews are not just a marketing supplement; they surpass traditional advertising messages in terms of credibility, attention, and conversion power. Today, they represent essential social proof.

2. QR codes on Connected TV: from passive to reactive

For decades, TV advertising has been a “one-way” medium: a top-down message with no real interaction. Viewers watched, sometimes remembered, but rarely acted immediately. Connected TV (CTV) and the integration of QR codes are radically changing this paradigm. They transform a passive screen into a direct point of contact, where every ad can trigger measurable action.

Massive adoption and widespread understanding

The QR code, once seen as a gimmick, is now a universal reflex.

  • 95% of consumers know how to scan a QR code, and 50% are willing to do so if the ad is relevant (NextTV).

  • The study highlights an important fact: heavy streamers, who consume the most online content, are almost twice as likely to scan as occasional viewers. In other words, QR codes resonate most with hard-to-reach audiences: young, digital-first, and demanding.

A bridge between exposure and action

What sets QR codes apart is their ability to reduce friction between the moment an advertisement is seen and the moment action is taken. All you need is a smartphone at your fingertips—which is the case for 9 out of 10 viewers in front of their screens—to extend the experience.

  • According to Sharethrough, adding a dynamic QR code to a CTV ad increases attention by an average of 12%. This is a significant increase in a world where every point of memorization is hard to come by.

  • Beyond attention, the QR code becomes a natural CTA (Call To Action): it doesn’t require users to remember a number, type in a URL, or wait until later. It allows them to act “in the moment.”

New, measurable, and actionable data

For advertisers and ad sales houses alike, QR codes also represent a powerful data marketing tool.

  • Bitly has shown that QR codes embedded in CTV ads provide real-time engagement data: number of scans, geolocation, peak interaction times, segmentation by device, etc. (Bitly).

  • This information transforms a TV campaign, historically driven by audience estimates, into a campaign that can be managed based on actual behavior. We are no longer just measuring GRPs (gross rating points), but actionable metrics.

Proof of effectiveness in terms of ROI

The Simulmedia blog emphasizes that one of the biggest advantages of QR codes in connected TV is their ability to generate measurable interactions and thus optimize advertising ROI (Simulmedia). In a world where budgetary pressure is high, each scan becomes tangible proof that the audience has not only been exposed, but has also taken active steps.

Better still, QR codes make it possible to attribute a portion of sales to television campaigns, which have historically been difficult to measure. Whereas traditional television suffered from a lack of traceability, QR codes provide a direct chain of evidence between exposure, action, and conversion. between exposure, action, and conversion.

Complementarity with social proof

Where BuyTryShare offers a decisive advantage is in its combination of authentic customer reviews and integrated QR codes.

  • The review reinforces the credibility of the message and captures attention.

  • The QR code transforms this attention into immediate action.

  • The whole creates a mechanism where advertising no longer just makes promises, but demonstrates and invites verification.

A concrete example: a 20-second commercial for a food product can be extended with a 5-second add-on displaying an average rating (4.6/5 based on 250 reviews) and a QR code. With one click, viewers can access the page with all the reviews or take advantage of a special promotion. In this scenario, the advertisement becomes credible, engaging, and traceable.

Towards interactive and responsible television advertising

This change also reflects consumer expectations: to be more active in their consumption of advertising, and no longer be subjected to a one-sided message.

  • QR codes allow additional content (e.g., product tests, comparisons, recipes, tutorials) to be offered without extending the length of the commercial.

  • They contribute to an ecology of attention by focusing the message on those who choose to go further, rather than imposing more repetition on ever

Conclusion: Today, QR codes are the ideal gateway between mass media and individual action. They breathe new life into connected TV advertising, making it traceable, interactive, engaging, and measurable. Combined with authentic customer reviews, they transform advertising from a broadcast model to a model based on proof and action.

3. When social proof meets interactivity: the winning mix

The true potential of modern advertising lies in the link between credibility and action. Taken individually, neither a traditional TV commercial, nor a QR code, nor a customer review has the power to profoundly transform the advertising experience. However, when these three elements are combined, they create a synergy that increases effectiveness tenfold.

1) Social proof: authenticity at the heart of the message

A real, certified review attributed to a genuine consumer immediately captures attention. In a world saturated with advertising messages, the voice of a peer stands out for its perceived sincerity. Seeing a rating of 4.6/5 based on 1,200 reviews inspires far more confidence than a brand slogan. This social proof acts as a credibility filter: it reassures and strengthens the emotional impact of the message.

2) Immediate call to action: turning attention into interaction

The QR code extends this moment of trust. By scanning it, viewers can read all the reviews, get an exclusive offer, or access a product page. Unlike traditional calls to action (URLs to remember, phone numbers to call), QR codes offer instant, seamless, and measurable interaction. The advertising message doesn’t end when the commercial ends: it opens up a personalized digital experience.

3) Traceability: actionable data for advertisers

Every scan is proof of engagement. Unlike GRPs, which measure theoretical exposure, QR codes provide concrete data: number of scans, peak times of engagement, user profiles, conversion rates… These indicators transform television into a performance-driven medium, offering advertisers insights previously reserved for digital channels

Advertising that regains its value

By combining these three levers, advertising regains its true purpose: not to interrupt, but to inform, reassure, and engage. The viewer no longer suffers from a one-way message; instead, they receive proof, choose to interact, and can go further based on their own needs.

Conclusion: this alliance restores value to advertising. It becomes engaging, memorable, and — above all — measurable, both for advertisers and for Ad Sales Houses.

4. Why BuyTryShare is the essential solution

In today’s saturated advertising landscape, BuyTryShare provides clear answers to all three key players: media owners, advertisers, and consumers. Its role is not just to introduce a new format, but to realign interests that often appeared divergent.

In a saturated advertising market, BuyTryShare provides a clear solution for three stakeholders: ad sales houses, advertisers (and their agencies), and consumers. Its role is not only to introduce a new format, but also to reconcile interests that too often seemed divergent.

For advertising sales houses: a lever for revenue and differentiation

Brands face a double challenge: capturing fragmented attention and regaining lost trust. BuyTryShare addresses both of these issues by offering a format that anchors the message in social proof (authentic reviews) and encourages immediate action (QR code). Advertisers thus benefit from concrete and measurable feedback: scans, intentions, conversions. Where traditional TV advertising lacks traceability, BuyTryShare introduces tangible KPIs that are compatible with modern ROI logic..

For advertisers (and their agencies): restoring trust and measuring effectiveness

Brands struggle with fragmented attention and eroded trust. BuyTryShare addresses both challenges by embedding authentic social proof and enabling instant interaction. Advertisers finally gain real KPIs (scans, intent, conversions), making TV measurable and ROI-driven.

For consumers: a more credible, respectful ad experience

Viewers are increasingly skeptical of advertising messages. By incorporating their own authenticated reviews into its communications, BuyTryShare values them and gives them an active role again. It is no longer top-down advertising, but advertising that gives consumers a voice and invites them to act transparently. This change in approach restores meaning to the relationship between brands and audiences.age.

In practice: the WHY of BuyTryShare

BuyTryShare’s DNA is to create a bridge between social proof, media, and interactivity. For advertising sales houses, it is an additional monetization lever and a differentiating innovation. For advertisers and their agencies, it is a more credible and effective way to capture attention. For consumers, it is meaningful, useful, and interactive advertising.

Advertising is undergoing a silent but profound crisis. Traditional commercials are struggling to hold viewers’ attention, and consumer confidence in brand messaging is eroding year after year. At the same time, digital platforms are capturing huge advertising budgets, but without offering local advertising sales houses any sustainable prospects for growth.

Conclusion: reinventing advertising through trust and action

Advertising faces a silent crisis. Spots struggle to capture attention, and consumer trust in brands declines. At the same time, digital giants siphon ad budgets, leaving local media struggling.

The facts are clear:

  • Customer reviews outperform ads in credibility and directly influence purchases.

  • QR codes transform TV from passive to interactive, traceable, and action-driven.

  • The combination of the two—social proof + interactivity—restores value to advertising by making it useful, engaging, and measurable.

This is exactly where BuyTryShare delivers value.

👉 For Ad Sales Houses: It is a source of additional revenue and a tool for differentiation from the digital giants.

👉 For advertisers and their agencies, this guarantees more credible and effective campaigns, backed by concrete KPIs.

👉 For consumers, this means more transparent advertising that values their voice and gives them back the power to participate.

The future of advertising lies not in volume, but in value. It’s not about shouting louder, but speaking more accurately. Not about promising more, but proving better.

That’s the promise of BuyTryShare: putting trust and attention back at the heart of advertising, and creating a win-win situation for everyone.

(C) QR-Code Tiger (https://www.qrcode-tiger.com)

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.

From UGC to human AI: your customers are your next influencers

The new deal: trust + power

In 2025, traditional advertising is no longer enough. Recall rates are plummeting, attention spans are short, and mistrust is at an all-time high. In this context, one lever is emerging as reliable, engaging, and massively effective: user-generated content, or UGC.

Why? Because it combines emotional authenticity and social relevance. A satisfied customer who shares their experience is more than just a testimonial: it is social validation, a credible recommendation, a reflection of proximity.

And when this content is amplified by AI, it changes scale. It becomes reproducible, multi-format, customizable—and above all, scalable without losing its sincerity.

Quelque exemples concrets dans le monde montrent que l’UGC donne la confiance, l’IA donne la puissance, et qu’ensemble, ils offrent aux marques une arme redoutable pour regagner attention, crédibilité… et performance.

Some concrete examples from around the world show that UGC builds trust, AI provides power, and together they offer brands a formidable weapon to regain attention, credibility… and performance.

  • Unilever (Global): used user quotes to build Dove and Persil campaigns, where AI was used to create variations of visuals and scripts. Result: a Dove UGC campaign generated over 3.5 billion impressions in 15 countries.

  • Lululemon (United States): incorporated video reviews from its most loyal customers into its TikTok and YouTube campaigns, doubling its click-through rate while reducing CPA by 27%.

  • Decathlon (France/Spain): collaborates with micro-influencers who are customers (unpaid) to create mini-reviews broadcast in post-roll on local OTT platforms, coupled with a QR code. The advertising recall rate jumped by +41% compared to traditional commercials.

  • IKEA (Germany): launched a campaign in which each 20-second TV commercial was followed by a 5-second clip showing a verified customer quote, automatically generated from e-commerce reviews, with an average rating displayed on screen. This resulted in a 12% increase in e-commerce conversion rates for the products concerned.

Why does it work?

UGC is not a trend: it is a structural transformation of the relationship between brands and consumers. And the figures speak for themselves:

  • 95% of consumers consult online reviews before finalizing a purchase.

  • 49% give these reviews as much credit as a recommendation from a friend or family member.

  • Integrating UGC into a marketing strategy can generate up to an average of 18% more sales.

But in 2025, UGC is no longer limited to a star rating on a product page or a comment buried in a thread. It has become content in its own right, scripted, multi-format, designed for distribution: TV commercials, press inserts, YouTube clips, native banners, TikTok stories… It is curated, stylized, and sometimes even remixed by AI to be reused in different contexts.

What a good brand content manager does today is often what an entire advertising agency did yesterday—except that it is no longer the creative team speaking, but the customer.

UGC is not only credible, but also highly effective—because it speaks accurately, quickly, and at the right time. It is this hybridization of human emotion and algorithmic precision that makes it the most comprehensive marketing tool available today.

The winning formula: real customers + creative AI

Imagine :

  • A customer shares a photo of your product.

  • AI extracts the most engaging quote and formats it.

  • The whole thing becomes a 5-second mini-ad broadcast on TV, on your DOOH, or in digital instream.

  • Bonus: a QR code tracks engagement and feeds your CRM.

Unilever did it: over 3.5 billion impressions generated with AI-amplified UGC content in its Dove campaigns (source).

What about the limits?

AI-enhanced UGC is a powerful tool… provided you remain aware of the areas where caution is required. If used incorrectly, it can lose all its power and even become counterproductive. Here are the three main pitfalls to avoid.

    Authenticity: AI is a tool, not an actorWhat makes UGC so powerful is its human and sincere dimension. AI can help structure, expand, and amplify—but it must never distort or “rewrite” the reality of the testimonial. The customer remains the hero, and their words must remain recognizable, even when enriched.

    ➡️ A polished or overly perfect transcript loses all credibility. Content that is too “branded” looks like just another advertisement.

  1. Consent: nothing without clear validation

    Using a review, photo, or video from a consumer involves rights and responsibilities. All content included in a campaign (TV, digital, press) must be approved by its author, with a clear and traceable agreement.

    ➡️ BuyTryShare is committed to complying with the rules of the NF ISO 20488 standard on online review management—a rigorous framework that guarantees transparency.

  2. Overuse: avoid saturation

    If you try too hard to exploit UGC, you can ruin its magic. If every ad, every post, every activation is based on the same 10 recycled reviews, the message loses its impact. You need to strike a balance, vary the formats, and above all, continuously renew the content.

    ➡️ UGC is not a stock to be depleted, it is a flow to be stimulated.

    3. In summary, UGC is powerful because it is rare, sincere, and embodied. Making it a strategic resource does not mean industrializing it: it means framing it with respect, creativity, and a clear ethical framework.

    Conclusion: influence belongs to those who buy

    Influencer marketing is undergoing a transformation. Gone are the days of superficial influencers with carefully crafted messages and partnerships that are sometimes disconnected from reality. The new influencers are already here—they are your customers.

    Ils connaissent vos produits. Ils les utilisent. Ils les aiment (ou parfois non). Et surtout : ils ont la légitimité de l’expérience. Leur avis est plus que du contenu : c’est un acte de confiance, une preuve sociale puissante, et une opportunité de créer du lien.

    They know your products. They use them. They love them (or sometimes they don’t). And above all, they have the legitimacy of experience. Their reviews are more than just content: they are an act of trust, powerful social proof, and an opportunity to build relationships.

    With BuyTryShare, you don’t just collect these reviews. You leverage them, integrate them into your campaigns, and distribute them where they have the most impact—in both mass media and digital media. And you do so with complete transparency, clear ROI measurement, and strict adherence to authenticity.

    The result: credible, engaging, and profitable advertising that reconnects your messages with the real expectations of your audiences.

    Ready to take action? Want to test the mechanics on one or more brands? Build a pilot campaign? Measure the concrete benefits of UGC amplified by BuyTryShare?

    Let’s activate your first PoC together.

    Our team supports you every step of the way, from selecting customer ambassadors to media distribution and post-campaign analysis..

    👉 Contact us today to create advertising that your customers will want to listen to.

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.

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?

Customer reviews and advertising: a global transparency obligation – BuyTryShare’s operational response

In a world saturated with advertising (over 10,000 messages per person!), consumers today demand more than a message: they want proof. Authenticity is becoming a marketing value. To meet this expectation – and to comply with increasingly stringent regulatory requirements worldwide – brands must now guarantee the veracity of the customer reviews they use.

The BuyTryShare solution, via its proprietary BTS Engine, offers brands a compliant, measurable and high-performance way of integrating authentic reviews into their media campaigns.

1. The global regulatory shift in online reviews

🇪🇺 Europe: Mandatory transparency

Since 2022, the European directive on unfair commercial practices has required companies to specify whether posted reviews are authenticated, how they are collected and whether they are subject to control. The ISO 20488 standard, transposed in France via AFNOR Certification’s NF522 certification, sets out the requirements in terms of :

  • review collection,

  • moderation,

  • publication.

Advertisers must now be able to prove the authenticity of the reviews they put forward.

🇺🇸 United States: open war on fake reviews

The Federal Trade Commission (FTC) is stepping up its investigations into fake appraisals. It has issued clear recommendations prohibiting :

  • buying reviews,

  • undeclared incentives,

  • the misleading aggregation of testimonials.

🌐 Rest of the world: regulatory convergence

Other countries are adopting similar positions:

  • The United Kingdom (CMA) requires reviews to be verified before publication.

  • Australia prohibits excessive or selective filters on reviews.

  • Singapore requires every review to be traceable to an actual consumer experience.

2. BuyTryShare: a compliant solution thanks to the BTS Engine

BuyTryShare’s promise: to enable brands to transform verified consumer reviews into an engaging advertising format, in full compliance with regulations.

🚀 How the BTS Engine works (via trnd for PoCs)

For PoC (Proof of Concept) campaigns, BuyTryShare relies on trnd.com, the participative marketing platform of Bertelsmann subsidiary TERRITORY Influence. This platform guarantees a rigorous process:

  1. Recruitment of 20 to 100 customers per brand via trnd, targeted by product or demographic profile.

  2. Proof of purchase required for each participant (ticket, invoice, photo).

  3. Collection of structured reviews (note, verbatim, visual) – unpaid to avoid bias.

  4. Quality control and moderation before integration into a 5” commercial.

  5. Add-on broadcast on TV, press or DOOH, with QR Code redirecting to a dedicated review page with link to e-commerce page, appointment form, etc.

🎥 Real-life example: a cosmetics brand in Romania integrated customer verbatims into its TV campaign with CME. Result: +28% advertising attention and +15% measured purchase intent.

3. A performance and differentiation lever for brands

BuyTryShare enables brands to go beyond mere “RGPD compliant”: it’s all about harnessing social proof as a marketing performance lever.

✅ Key benefits :

  • Global regulatory compliance: every review is based on real-life experience.

  • Greater credibility: proof is visible and traceable in advertising.

  • Enhanced engagement: a differentiating media format, focused on the voice of the customer.

  • ROI measurement: click-through rate, conversion, image uplift, etc., are tracked in PoC and industrialized campaigns

4. For Ad Sales Houses: an activatable premium service

While BuyTryShare represents a transformative lever for brands, it also represents a genuine opportunity for commercial differentiation for Ad Sales Houses – whether linear TV, BVoD platforms, press or cinema.

🎯 Three strategic levers for Ad Sales Houses:

  • High CPM/GRP value format (additional spot).

  • A differentiating solution for tenders.

  • New monetization relay (services + additional media space).

🔶 1. A format with high CPM/GRP value: the 5-second add-on screen

The complementary BuyTryShare advert – broadcast immediately after the main advert – enables the advertising sales house :

  • justify a price increase (via a higher CPM/GRP);

  • increase the perceived value of the advertising screen by integrating highly engaging “social proof” content;

  • occupy additional space on the screens sold without cannibalizing the initial spot.

📌 Example: In the Czech Republic, CME advertising agencies offered advertisers a “mixed spot” of 30” + 5”, with the addition of a QR code for testimonials – creating a new type of pricing bundle.

🔶 2. A new hybrid monetization channel: media + services

In a competitive market where all advertising agencies offer more or less the same classic formats, BuyTryShare makes it possible :

  • offer an enriched media offering, combining advertising + activatable social proof; ;

  • meet advertisers’ growing expectations in terms of commitment, proof, performance and CSR ;

  • position itself as a strategic partner to brands, rather than simply a space distributor.

📊 Insight: According to an IFOP study (2023), 78% of advertisers say they are “ready to invest more in a media device incorporating proof of customer use”.

🔶 3. A new hybrid monetization channel: media + services

With BuyTryShare, agencies can market:

  • additional services: PoC implementation, customer feedback management via trnd, creative support for the 5” spot;

  • complementary spaces: customer landing pages, QR codes redirecting to e-commerce or CRM ;

  • des offres « bundles » innovantes, that combine classic media, UGC video and omnichannel activation.

💡 Business Model: An Ad Sales House can charge a BuyTryShare supplement in the form of a “Premium Engagement” package – generating additional revenue without modifying the advertiser’s main media plan.

✅ In a nutshell: BuyTryShare enables agencies to :

  • Reinforce the value of their media offering.

  • Gain commercial differentiation.

  • Generate new revenues (space + services).

It’s a “turnkey” solution for adding value to their media inventory in a market where proof is becoming more precious than promise.

Conclusion: towards advertising enhanced by authenticity

BuyTryShare doesn’t just tell a brand story: it allows consumers themselves to validate that story, publicly, collectively and verifiably.

In a world where trust has become the new currency between brands and audiences, authenticity is no longer an asset – it’s a condition of survival.

With its BTS Engine and integration with traditional media devices via Proof of Concept (PoC) campaigns with trnd, BuyTryShare offers an innovative response to global transparency requirements, while maximizing advertising attention and return on investment.

The future of advertising is not in one-upmanship. It’s about proof. And this proof is provided by the customers themselves. For greater efficiency.

2025: The year when TV advertising reinvents itself thanks to customer reviews

1. A changing context: the end of blind trust

Since the pandemic, distrust of institutions, advertising and even influencers has grown steadily. The advertising market is going through an unprecedented crisis of confidence. In 2024, the Edelman Trust Barometer revealed that only 41% of French people trust brands. Conversely, customer reviews are now considered the most reliable source of information in 89% of cases (source: BrightLocal 2023).

In this climate of mistrust, ‘traditional’ advertising – monologue, scripted, one-way – is no longer enough. Consumers want proof, not promises.

At the same time, the scheduled disappearance of third-party cookies (already effective on Safari and Firefox, and in progress on Chrome) is accentuating the need for reliable alternatives for building customer relationships.

Examples: In 2023, Decathlon included customer reviews in its YouTube Ads videos, which led to an 18% increase in the completion rate according to their Nielsen report. Amazon, meanwhile, systematically uses extracts from verified reviews in its product emails and in certain Amazon Prime campaigns. The result: a click-through rate up to x2.3 higher than a version without reviews.

2. Social proof: the number one driver of attention and conversion

Social proof is a well-documented cognitive bias: individuals rely on the behaviour or opinion of the majority to make a decision, especially in situations of uncertainty. It has become a strategic pillar in marketing. It operates on three levels:

  • Attract attention: a message from a peer is perceived as more credible and catches the eye more quickly.

  • Create trust: the perception of veracity is reinforced when the message is lived, sincere and not embodied by the brand.

  • Convert: when faced with two similar products, the one with the best reviews is bought 3 times more often (source: Spiegel Research Center, 2023).

🔍 Key figures:

  • 72% of consumers will not make a purchase without reading a customer review.

  • The Spiegel Research Center (Northwestern University) has shown that a product with at least 5 positive reviews is 4 times more likely to be purchased than a product without any reviews.

  • A Bazaarvoice study (2023) highlights that integrating customer testimonials into marketing assets increases conversions by an average of 45%, and that products with 11 to 20 reviews have the highest conversion rate.

  • According to Think with Google, ads incorporating UGC (User Generated Content) content attract 2 times more attention than traditional formats.

  • Including a review in marketing content increases the recall rate by 38% (BuyTryShare internal study, 2024).

Case in point: L’Oréal Paris ran a TV campaign incorporating verified customer reviews on a new foundation. The result: +38% purchase intention measured via Kantar, and a 3-fold increase in engagement on social networks.

3. TV remains powerful. But it needs proof

TV remains a behemoth. In France, despite the rise of digital, 43.1 million people watch television every day (Médiamétrie, 2024). Its emotional power and ability to capture attention ‘full screen’ are unrivalled. Linear television and BVoD continue to have an unrivalled impact. However, the recurring criticism from advertisers remains the same: TV has an impact (particularly at the top of the funnel), but it is still difficult to measure what it actually generates in terms of sales. Marketing decision-makers are demanding formats that are more activatable and better traceable.

With the arrival of BVoD (Broadcast Video On Demand) and the rise of smart TVs, viewing habits are changing. Viewers want to interact, choose and act. So we need to transform a mass medium into a channel that can be activated and tracked.

The Wall Street Journal study of March 2024 highlights that 72% of marketing directors questioned want to ‘make their TV campaigns more measurable, more personalised and more credible’, in particular by integrating digital indicators (clicks, scans, interactions, etc.).

📺 Case study: In 2023, Kellogg’s UK integrated a spot with a QR code linking to video customer reviews on the new granola. Result: +24% scans, +18% partner shop sales (source: Campaign UK, Nov 2023).

Case in point: Procter & Gamble tested a ‘QR TV’ format in the United States (NBC), encouraging viewers to scan to read user testimonials. The result: +30% engagement compared with a conventional ad.

4. BuyTryShare: the solution that links the emotion of TV with the credibility of testimonials

Combining the power of television with the trust of word-of-mouth, BuyTryShare is a technological solution designed to take advantage of this transformation and make TV advertising measurable, credible and activatable. It works by integrating authentic consumer reviews, collected via qualified panels or partner review platforms, into a short, impactful and interactive format:

  • 5-second format with a testimonial + trackable QR code.

  • Compatible with all advertising sales houses and broadcasting platforms (linear TV, replay, BVoD, etc.).

  • Generation of concrete KPIs: scans, click-through rates, drive-to-web visits, recall rates, awareness uplift.

  • Guaranteed authenticity and compliance (ARPP in France, RGPD alignment, transparency of reviews).

🎯 In a nutshell: BuyTryShare transforms a €100,000 advertising spot into a measurable, credible and shareable device, where a traditional spot stops at mere exposure.

Case in point: A yoghurt brand launches a BuyTryShare campaign in BVOD. The advert shows a customer saying ‘I only take this one now: it’s more natural and easier to digest’. The QR code links to a comparative mini-site. Result: +22% increase in site traffic over the duration of the campaign, measured via UTM/GA4.

5. What if 2025 became the year when TV advertising became ‘human’?

We are entering a new era: that of TV augmented by social proof. The brands that succeed in 2025 will be those that succeed in embodying their message through real consumers.

Traditional media need a new advertising grammar. BuyTryShare provides that solution:

  • Less marketing claims,

  • more experience and authenticity,

  • And an unprecedented synergy between power (television) and trust (customer reviews).

BuyTryShare is not just another format: it’s a new advertising language that combines the emotional power of TV with the credibility of digital word-of-mouth. In a tense economic climate where every euro invested has to prove its effectiveness, the addition of a customer review becomes a performance multiplier: attention, engagement, conversion

Conclusion: By integrating recommendation into the advertising format, BuyTryShare helps brands to capture attention, generate sales and strengthen loyalty… at a time when every euro invested must prove its effectiveness. Brands that adopt this strategic lever today will have a competitive advantage in 2025. And BuyTryShare is ready to support them, both in France and internationally.

📩 Are you an advertiser, advertising sales house or agency?

💡 Contact us to activate your brand’s first BuyTryShare spot.

TV isn’t dead. It’s just gained in credibility. The revolution in TV advertising starts now. Contact us.