Blog

Once the master of storytelling, brand advertising is now fading in the face of mistrust and media saturation. Conversely, the authentic voice of consumers is emerging as the new standard of influence. The most agile brands have understood this: to capture attention, they must now co-create, listen to, and amplify the voices of their customers—because … Read more

While the BuyTryShare concept was born in France, it was designed from the outset to be scalable internationally. Its model combines the universal strengths of audiovisual advertising — reach, emotion, memorability — with the power of social proof drawn from authentic customer reviews. This unique combination transforms traditional media into a measurable engagement driver, capable … Read more

In a context of transformation of the advertising market, BuyTryShare enables agencies (media and creative) to offer their advertising clients an innovative, measurable, and differentiating format without changing their media plan or creative copy. A turnkey solution to strengthen trust, engagement, and campaign performance. The context: a model under pressure for media and creative agencies … Read more

Summer is here. Meetings are fewer and farther between, campaigns are slowing down, and calendars are emptying. But in the calm of August, some brands are moving forward quietly but surely. They are taking advantage of this lull to do what the rest of the year doesn’t always allow: testing a new approach, trying a … Read more

For decades, advertising screens dictated what we should buy. Messages flowed down from brands to consumers, imposing a vision, a promise, a slogan. But today, the rules have changed. Consumers no longer trust formatted brand speeches: they are looking for proof, real experiences, authentic reviews. They no longer listen to advertising. They listen to other … Read more

For several years now, advertising and media players have been undergoing a profound, often brutal transformation. Revenues are stagnating, audiences are fragmenting, and consumer confidence in traditional advertising is eroding. In this context, Philippe Bailly’s findings are clear: the temptation to go “all-in” on streaming and CTV is driving volume inflation, but not necessarily better … Read more

In a world where attention has become the most coveted marketing resource, traditional TV advertising and even streaming are losing their impact. However, this medium remains powerful—provided it is better targeted. Three key elements are emerging today as performance drivers: customer reviews, social proof, and QR codes integrated into screens. Here’s why they are changing … Read more

Traditional advertising is faltering. TV, press, and cinema revenues are in structural decline, audiences are fleeing, consumer confidence is at an all-time low… Faced with this dual crisis of attention and credibility, the media are accelerating their transformation and considering new strategic alliances—some already finalized (Mediaset/ProSiebenSat.1, RTL/Sky, Canal+/Multichoice) and others still under discussion (TF1/M6). BuyTryShare … Read more

Generative AI is now becoming established in advertising: nearly 9 out of 10 advertisers already use it or plan to integrate it to create their video campaigns by 2026. Promising reduced costs, speed, and virtually infinite customization, it is revolutionizing production methods and ushering in a new era for advertising creation. But in the face … Read more

Between the suspension of Jimmy Kimmel Live! and the cancellation of The Late Show, America in 2025 reveals that media mergers are no longer financial but political. By wielding the threat of CFIUS, Donald Trump is turning consolidation into an ideological power struggle. Faced with the Paramount–Skydance alliance against Netflix and Disney, one question remains: … Read more