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How Brands Are Winning the Race for Consumer Attention
PLUS: Nike’s Amazon U-Turn
Zihan Lyu
May 31, 2025
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Hi there!
Highlights from today's newsletter:
📊 Retail media: 5 of the industry's biggest questions, answered
📱 What/How to post on every platform without wasting time
🔎 How to audit a Meta ad account in 20 minutes
EDITOR’S PICK
#BRAND MOVES
Nike’s back on Amazon.
After years of betting big on DTC, Nike is reversing course. Its return to Amazon reflects a pragmatic shift: visibility and convenience now outweigh the desire for total channel control.
With sales softening and costs rising, the brand is rebalancing reach and performance — cutting off unauthorized resellers, reclaiming brand presence, and rebuilding wholesale ties.
But the real challenge isn't distribution — it's measurement. In a fragmented retail landscape, knowing which campaign drives which sale is harder than ever.
The ClickZ team was on the ground this week at The Lead Summit, where some of the sharpest voices in brand marketing unpacked what it really takes to cut through in 2025.
We're bringing you fresh takes from the event floor and exclusive coverage with brand leaders. Check out our event publication — Unofficially Lead Summit — for all the insights. Here are some highlights 👇
#EVENT INSIGHTS
ROAS is out. Clarity is in.
At Lead Summit, CMOs from My/Mochi, Tilebar, and Every Man Jack shared what marketing looks like when every dollar counts — and vanity metrics won’t cut it.
Forget channel-by-channel tweaks. The real shift? Moving past short-term ROAS and chasing actual impact: incrementality, narrative cohesion, and the discipline to test what matters (not just what’s easy).
From rethinking agency roles to rediscovering podcasting’s quiet power, these marketers are rewriting the playbook — and making a case for measurement that’s finally built for reality, not dashboards.
#EVENT INSIGHTS
At The Lead Summit, CMOs from New Balance, Veronica Beard, and Nuna shared how they’re approaching sports partnerships with more care — and clearer purpose.
The goal isn’t more visibility. It’s better fit.
Whether it’s NIL deals, collaborations with tennis brands, or co-branded drops with NFL teams, the strongest campaigns don’t force relevance — they reflect it. These brands are choosing the moments that match how people actually live, watch, and wear.
WHAT WE ARE READING
 | Retail media’s rapid expansion presents significant measurement and attribution challenges, intensified by inconsistent metrics across retailer platforms. Brands must define clear benchmarks, leverage first-party data, and synthesize closed-loop reporting to accurately assess ROI and integrate retail media into cohesive marketing strategies. This clarity is essential for compliant, data-driven decisions amid industry fragmentation. |
 | Short-form video content remains the dominant force in social media for 2025, with 21% of social media marketers reporting it provides the highest ROI. Its widespread compatibility across major platforms makes it essential for brands aiming to maximize business impact. Investment in short-form video is projected to accelerate, reflecting both changing consumer preferences and evolving platform algorithms.. |
 | Google’s introduction of ads within AI Overviews integrates text, local, app, and Shopping ads into conversational search responses, increasing advertiser reach but complicating performance tracking due to lack of granular reporting. Advertisers cannot opt out and must adjust campaign strategies accordingly. This development heightens the need for precise ad optimization and continuous monitoring as search behaviors evolve. |
WHAT WE ARE LISTENING TO
🎙 MARTECHPOD
AI-driven tools are redefining social media management by enabling brands to identify actionable conversations, automate personalized customer engagement, and promote positive sentiment through algorithmic prioritization.
These developments enhance regulatory compliance by supporting clear content guidelines and requiring human oversight for nuanced interactions. For professionals, the shift from passive monitoring to active, guideline-driven engagement is now essential for brand reputation and customer retention.
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