Here’s a bold statement: the future of retail media is being reshaped by two powerhouse formats—video and social—and if you’re not leveraging them, you’re already behind. But here’s where it gets controversial: while social media still leads the charge, video ads are hot on its heels, with a staggering 72% of U.S. retail media advertisers investing in offsite video campaigns, according to a March RetailX survey commissioned by Koddi. This isn’t just a trend; it’s a seismic shift in how brands connect with audiences beyond their own platforms.
Let’s break it down. By 2026, offsite retail media ad spend in the U.S. is projected to skyrocket to $16.81 billion, as forecasted by EMARKETER. That’s billion with a ‘B.’ And this is the part most people miss: it’s not just about spending more—it’s about spending smarter. Audience targeting solutions are the secret weapon for marketers, with May data from TripleLift and Advanis revealing that U.S. brands prioritize precision when activating offsite ads. Think about it: in a world drowning in content, relevance is king.
For retail marketers, this data is a goldmine. It’s not just about slapping a video ad on YouTube or Instagram; it’s about strategically prioritizing video in offsite strategies, especially on social platforms where engagement is through the roof. Here’s a thought-provoking question: Are you allocating enough budget to test and refine video creatives across platforms like TikTok, Instagram, and YouTube? If not, you’re leaving performance on the table. And don’t forget Connected TV (CTV)—it’s the unsung hero for reaching audiences in relaxed, lean-back environments.
Now, let’s talk controversy. While video and social dominate the conversation, some argue that over-reliance on these formats could dilute brand messaging. Is it possible we’re sacrificing depth for reach? We’d love to hear your take in the comments. Whether you’re team video, team social, or somewhere in between, one thing’s clear: offsite retail media is no longer optional—it’s essential.
For a deeper dive, check out these related EMARKETER reports (subscription required):
- In-Store Retail Media 2025 (https://www.emarketer.com/content/in-store-retail-media-2025)
- Retail Media Ad Spending Forecast and Trends H2 2025 (https://www.emarketer.com/content/retail-media-ad-spending-forecast-trends-h2-2025)
Methodology: The insights here are rooted in the September 2025 RetailX report, Data Workbench: Offsite Retail Media, commissioned by Koddi. The survey included 126 U.S.-based senior advertising decision-makers, with 59% from media agencies and 41% directly from brands. Notably, 70% of respondents have the final say on retail media spend or programmatic advertising, ensuring the data reflects real-world strategies and priorities.
