Why Gen Z Is Tuning Out Advertising and What Brands Need to Do About It | ClickZ Indie Agency News

New Research 🧐

Brands Doing This are Growing 32% Faster

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

GEN Z ENGAGEMENT

Why Gen Z Is Tuning Out Advertising and What Brands Need to Do About It

Gen Z is rapidly rejecting traditional advertising, with 63% using ad blockers and 99% skipping ads when possible, due to an industry-wide decline in creative, authentic storytelling.

Marketers must shift from generic, trend-chasing campaigns to culturally relevant content that addresses Gen Z as diverse individuals, not a monolithic group. Brand authenticity, direct engagement, and bold creative approaches are now indispensable for capturing this critical demographic's attention.

AGENCY TURNAROUND

TRG's New CEO Sets Ambitious Course to Restore Agency Prominence

TRG, an agency still recovering years after leadership changes and rebranding, is now aiming for renewed industry relevance under a new CEO determined to address perceptions and reposition the business.

Marketing professionals should note the CEO’s focus on creative campaigns—such as an unconventional cat litter song—to capture attention and stimulate growth. This deliberate redirection signals both challenge and opportunity for those tracking agency transformation and adaptation.

AGENCY CONSOLIDATION RISKS

Ad Agency Employees Express Concern Over Industry Mergers and Job Security

Industry consolidation is sparking concern among ad agency professionals, with 29% fearing negative job impacts and over one-third already seeking roles outside the sector.

Most respondents believe brand clients will suffer as mergers continue, echoing a 3% drop in agency employment between March 2023 and March 2025. Marketers face added planning challenges amid economic uncertainty.

SOCIAL VIDEO METRICS

Track These 9 Essential Social Video Metrics for Powerful Growth in 2025

Tracking social video metrics such as average watch time, retention rate, shares, and conversion rate is essential for marketers to assess real audience engagement and optimize content across platforms like TikTok, YouTube, and LinkedIn.

These metrics reveal what captures audience attention, drives conversions, and informs high-impact content strategy. Using advanced analytics tools and tailored KPIs, marketing professionals gain actionable insights that directly inform their eCommerce and social video strategies.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Performance Max Gains Asset Testing, Expanded Negatives, and Precise Search Term Reporting

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

UK And US Digital Ad Preferences Highlight Video, Humor, And Influencer Impact

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

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