Why agencies need BuyTryShare (more than they think)

The context: a model under pressure for media and creative agencies

Whether they are strategic, creative, or media agencies, agencies are facing profound changes in their environment. The traditional model based on the separation of expertise (strategy, creation, media buying) is crumbling in the face of more autonomous clients, more integrated platforms, and an omnipresent focus on performance.

1. Revenues under pressure

Media agencies must deal with:

• the structural decline in offline budgets,

• the increasing automation of media buying (programmatic, retail media),

• and disintermediation, which is prompting more and more advertisers to internalize their purchasing, or even to produce their content directly with in-house studios.

Creative agencies are not spared. The demand for “snackable” content that can be adapted to all formats is driving a race for volume... without any increase in rates.

Example : According to the WARC 2024 report, 61% of global advertising growth is now absorbed by GAMAM platforms (Google, Apple, Meta, Amazon, Microsoft), which offer a one-stop shop for targeting, dynamic creation, distribution, and measurement. This represents direct and formidable competition for traditional agencies.

2. More demanding, more rational customers

The days of validating a campaign based on a strong creative intuition or brilliant storytelling are over. Today, customers expect tangible proof:

• Accurate post-campaign KPIs,

• engagement measures (not just audience measures),

• contribution to sales, traffic, or measured reputation.

Even image campaigns must prove their impact, and test and learn has become the norm, including in TV and billboard advertising.

Example : in 2024, Cetelem (a brand of BNP Paribas Personal Finance) required weekly performance reports on all its TV devices, including branding, requiring its agencies to adopt a strategy of rapid iteration and justification of GRP costs.

3. A lack of differentiation in a saturated market

In a world where all devices are similar—TV commercials, social ads, DOOH, influencers—it becomes difficult for an agency to demonstrate its added value.:

• The offers are standardized.

• The mechanics are modeled after each other.

• Innovation seems to be reserved for large platforms or a few highly specialized agencies.

Example : According to a study by UDECAM (2023), 78% of media budget tenders were not decided on price, but on the ability to offer a differentiating, proprietary, or innovative approach, particularly for cross-channel or multi-sensory campaigns.

And what about creative agencies?

The observation is similar:

• Pressure on deadlines: “We want the big idea... by noon tomorrow.”

• Pressure on formats: “We want a viral campaign that works vertically, in square format, in audio, and in 5 seconds.”

• Pressure on the evidence: “And we want results, fast.”

Except that in 2025, the idea alone is no longer enough. You have to prove that it generates trust, attention, and impact. And that's precisely where solutions like BuyTryShare enrich what agencies have to offer: by providing a creative, turnkey mechanism that is measurable, easy to activate, and highly distinctive.

Why BuyTryShare is an opportunity for agencies

In this context, where economic pressure, the pursuit of performance, and the commoditization of offerings are weakening agencies, BuyTryShare offers a simple, direct, and powerful solution: a short, integrated, and social proof-oriented format that complements the media plan or creative campaign without reinventing everything.

1) For media agencies

BuyTryShare allows you to enhance an existing media plan by adding proof: an authentic customer review, integrated into a 5-second complementary spot (TV or BVoD), with an activation QR code.

This enables the agency to:

• justify offline budgets (TV, press, cinema) with measurable KPIs,

• offer a mechanism that sets you apart from your competitors,

• build customer loyalty by offering something new, without disrupting execution.

Example: A media agency can integrate BuyTryShare into a campaign for a food product (e.g., yogurt) by adding a post-roll ad with the average customer rating and a certified quote. The recall rate jumps (+41% observed in PoC), and the agency demonstrates an ability to enrich the experience without changing the plan.

2) For creative agencies

BuyTryShare allows you to reconcile the idea and the proof. The agency can script UGC spots as an integral part of the campaign (e.g., capsule with micro-customer testimonials, integration of verbatim quotes into the creative direction, creation of derivative content based on reviews).

She retains control over:

• artistic direction (tone, style, design of the UGC spot),

• alignment with the storytelling of the main campaign,

• writing specific formats based on reviews (e.g., “as seen by our customers” manifesto, adaptation for social media, press, etc.).

Example : For an automotive campaign, a creative agency can produce a series of mini-spots focusing on reviews from real buyers (authenticated via BuyTryShare), with visuals consistent with the main film. This feeds into the brand content strategy while integrating social proof at the heart of the campaign.

In summary

BuyTryShare acts as a smart module that the agency can:

• connect to an existing strategy without disrupting its organization;

• offer as added value during a call for tenders;

• use as leverage in a context where customers are increasingly demanding tangible KPIs.

And above all: it is a replicable, industrializable, and measurable offering that allows agencies to regain control over their own value.

Integrate BuyTryShare into your offering: 3 simple steps for agencies

Are you a media agency or creative agency? Here's how you can activate your first BuyTryShare campaign for one of your clients, adding a dimension of social proof without disrupting your processes:

① Identify an eligible brand

Ideally, a brand with:

• A campaign (TV—linear or BVoD, press, or cinema) planned for the coming weeks.

• A need for commitment, reassurance, or differentiation.

Typical examples: food products, cosmetics, automotive, telecommunications, banking/insurance, healthcare, etc.

② Propose a BuyTryShare PoC to complement the plan

Without changing your media plan or your creative:

• We offer to create a short 5-second spot based on an authentic, validated review that you produce for your advertising client.

• We ensure that the reviews and landing page (with review page or e-commerce activation) are compliant.

• All in 10 days.

Result: social proof integrated into the campaign, an activatable QR code, concrete performance indicators (scan rate, clicks, purchase intent, etc.).

③ Promote your innovation to customers

By offering BuyTryShare:

• You increase the value of the device,

• You position yourself as a source of ideas,

• You open the door to a new revenue stream and enriched storytelling.

Bonus: the PoC can be shared across several brands within the same group. It is a gateway to a lasting partnership.

Want to try it out for one of your customers?

Contact the BuyTryShare team to arrange a presentation or launch a customized PoC.

We support agencies every step of the way, with complete transparency.

➡️ buytryshare.com/contact

C) 2020 > Ferembach.com/CestQuiLesCreas