As European media giants see their revenues decline, one thing is clear: reach alone no longer sells. Consumers expect more than just a well-placed ad—they want proof. That’s why BuyTryShare puts trust back at the heart of advertising. A disappointing start to 2025 for TV advertising revenues in Europe The latest figures published by Dataxis … Read more
Customer reviews are no longer just a customer relations issue. They have become a matter of image, conversion… and media strategy. Too often overlooked, poorly managed, or left to third-party platforms, reviews deserve to be refocused within brands’ communication strategies. It’s time to move from a defensive approach to a proactive one: integrating proof where … Read more
Brands keep a jealous eye on their NPS, sometimes like watching a boiler ready to explode. But this KPI, as appealing as it may be, must be interpreted with caution—especially in a media context where proof of use now counts almost as much as recommendation. A widely used KPI… but with strong cultural biases Reminder … Read more
This is the paradox of customer centricity: brands claim to be close to their customers, but are afraid to actually let them have their say. While more than 90% of consumers consult reviews before making a purchase (according to figures), the majority of brands continue to favor influencers… whom they pay. Whether in Europe or … Read more
As media investment climbs, public confidence plummets. The latest Kantar Media Reactions 2025 report (21,000 consumers, 1,000 marketers, 30 countries) reveals a growing disconnect: brands are relying on platforms that audiences do not consider trustworthy. In this context, proof becomes a strategic weapon for brands: the more insufficient the reach, the more important it is … Read more
On 5 November, TF1 and M6 announced an unprecedented partnership with Amazon around a shared ‘clean room’ — Amazon Publisher Cloud — presented as a minor Ad-Tech revolution. The promise is simple: to better target campaigns broadcast on TF1+ and M6+ by cross-referencing viewing data with Amazon purchase signals. On paper, it’s clever. In reality, … Read more
In 2025, brands face a significant paradox: on the one hand, digital platforms boast large audiences and ultra-precise targeting capabilities. On the other, consumer confidence in these same platforms is waning. While advertisers are planning more GRPs, the real value of these impressions is faltering. It is in this context that a new strategic lever … Read more
Brands have long operated on a simple premise: a good story is enough to convince consumers. In 2025, this logic no longer holds true. Influencer marketing budgets are skyrocketing—72% of European brands plan to increase their investments in 2026—but trust is plummeting. Audiences are consuming more content than ever, but they are less and less … Read more
Trust is becoming the new hard currency of advertising. In a digital ocean saturated with dubious content, reach is no longer enough—legitimacy alone makes the difference. Discover how brands can be reborn by relying on trusted media (TV, press, cinema) and injecting the true voice of customers: certified, visible, and authentic post-purchase reviews. When proof … Read more
What if the next advertising revolution didn’t come from creatives… but from customers? In 2025, an advert without proof looks like an empty promise. In a world where attention is fragmented and trust is eroding, certified reviews give messages weight, reconcile credibility and performance, and offer the media a concrete response to the rise of … Read more