Marketers Shift Ad Spend to Amazon's Platform | ClickZ Digital Ad Platform Newsletter

PLUS: TikTok Enhances AI and Search Features

Author

Zihan Lyu
June 11, 2025 • Estimated Reading Time: 5 minutes

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Welcome to ClickZ Digital Ad Platform News, your essential newsletter for digital marketers and eCommerce professionals.

Editor’s Pick 🌟

Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power.

Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power.

Sector Spotlight 🎥

CONNECTED TV SHIFT

Amazon's ad platform is attracting marketers by offering lower fees, enhanced inventory access, and exclusive features such as live sports on Prime Video, shifting significant ad spend from The Trade Desk. This trend reflects a strategic preference for cost-efficiency and broader market access, making it a relevant shift for marketers seeking greater ROI in their campaigns.

MARKETING TECHNOLOGIES

TikTok is enhancing its appeal to advertisers by introducing AI-driven tools like TikTok Market Scope, which aids in understanding audience motivations across the marketing funnel.

The addition of Brand Consideration ads and improved search capabilities reflects TikTok's efforts to drive meaningful engagement and ad performance. This expansion caters to marketers seeking precise audience insights and effective ad placements.

MARKETING TECHNOLOGIES

Meta's AI advertising tools are on track to challenge traditional agencies, offering cost-effective, automated solutions for ad creation and optimization. This shift demands that creatives evolve into more advisory roles, leveraging unique human insights for brand identity. Marketing professionals must adapt quickly to this paradigm, focusing on strategic acumen over execution.

DISPLAY ADVERTISING

Display advertising in 2025 remains effective by leveraging AI-driven personalization and cookieless targeting, enhancing brand recognition and consumer engagement.

Marketers benefit from advanced metrics over CTRs, focusing on strategic touchpoint management across multi-channel platforms. Emphasizing ethical, innovative interaction, display ads add value by increasing brand awareness and influencing purchasing decisions.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.

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