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)