ClickZ Meta Insider Newsletter | Fospha’s Halo Effect Research Exposes What Really Worked This Prime Day

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Prime Day Exclusive 📦

Prime Day: Big Win or Wakeup Call?

Prime Day 2025 smashed records. Extended to four days, it generated $24.1B in U.S. online sales — a 30% year-on-year surge.

But as brands dive into retros and kick off BFCM planning, one question looms: what actually worked? Which channels truly drove conversions — and how can we know?

That’s where understanding cross-channel halo effects becomes essential. New research from Fospha sheds light on how different platforms influence conversions across both DTC sites and Amazon.

TikTok leads with an 80% uplift in ROAS when Amazon sales are included, followed by YouTube (48%) and Meta (46%). These platforms ignite discovery and spark intent that may convert later — whether on your DTC site or on Amazon. Without visibility into cross-channel halo effects, that impact remains invisible.

👉 Explore Fospha’s Halo Effect research to uncover what really drove your Prime Day results.

Sector Spotlight 🎥

WHATSAPP ADVERTISING

Meta Officially Rolls Out Ads on WhatsApp: Sponsored Content Arrives in Status and Channels

In 2025, Meta will introduce ads on WhatsApp within the Status and Channels features, offering new avenues for brands to engage with a vast audience of over 3 billion users. By maintaining ad-free personal and group chats, Meta aligns with privacy concerns while leveraging non-invasive targeting options to optimize audience reach. This strategic move aims to expand revenue opportunities for marketers without altering WhatsApp’s core communication experience.

CAMPAIGN HIGHLIGHT

Meta Empowers Advertisers With New Creative Breakdowns In Ads Manager

Meta's new Ads Manager feature allows advertisers to analyze AI-generated images and Flexible format performance, enhancing campaign transparency and data-driven decisions. Relevant for marketers seeking optimization insights, this fosters efficient cannibal data use.

A.I. STRATEGY SHIFT

Meta Considers Major Shift in AI Strategy With Closed Model Development

Meta's superintelligence lab is contemplating a strategic shift from open-source to closed AI models under the leadership of Chief AI Officer Alexandr Wang. This potential transition reflects a significant philosophical change, driven by challenges in the performance of the existing Behemoth model. Such movements are pivotal for marketers as they highlight Meta’s focus on enhancing AI capabilities, which could impact future advertising strategies and competition with industry rivals like Google and OpenAI.

SOCIAL MEDIA MARKETING

Meta Introduces Enhanced Branded DMs For Continuous Customer Engagement In Messenger

Meta introduces updated marketing features to its Messenger app, allowing brands to send tailored promotional messages and track performance using new metrics. This gives marketers the tools to sustain customer engagement through personalized messaging strategies. By leveraging CRM and audience lists, businesses can nurture client relationships more effectively while maintaining control over message frequency.

AI INFRASTRUCTURE EXPANSION

Meta Constructs Innovative AI Data Centers in Tents Amid Intense Competitive Race

Meta accelerates its AI infrastructure by constructing temporary data centers in tents, addressing its lag in generative AI. These unconventional measures emphasize both speed and robustness, aiming to harness high power and computing capabilities to advance in the AI race efficiently.

Optimization Hub ⚙️

ECOMMERCE STRATEGIES

What Retailers Need to Know About Google's Changing Search Landscape in eCommerce

Google's evolving search landscape demands that eCommerce businesses prioritize structured data, mobile performance, and site speed to maintain visibility and competitiveness.

The AI-powered Search Generative Experience emphasizes clarity in product listings, with schema markup becoming crucial for ranking. To succeed, retailers must adopt a search-first approach, ensuring compatibility with Google's preferences to effectively reach their target audience.

RETAIL MEDIA STRATEGY

Retail Media’s Mid-2025 Reality: Why Advertisers Are Going All in on Full-Funnel

Retail media continues its growth in 2025, with advertisers focusing on full-funnel strategies across various platforms. As Amazon leverages its data dominance, competitors like Walmart and Instacart strive for their share. The landscape demands a unified approach to brand and performance budgets, emphasizing data-driven decisions and measurement incentives.