Key stat: Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

Beyond the chart:

• Over a third (37%) of media buyers say expanding to multiple channels and platforms beyond traditional retailer websites is the most important issue in retail media advertising today, according to Koddi data.
• However, 26% say it’s difficult to effectively execute integrated off-site and on-site campaigns, per Koddi.

Use this chart: Media planners can use this chart to prioritize video and social placements to align with industry trends, while retail media networks can use it to justify building out more off-site placements for advertisers.

Related EMARKETER reports:

• Impact of Tariffs on US Retail Media Ad Spending (EMARKETER subscription required)
• Retail Media Forecast Update H1 2025 (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Koddi.

Methodology: Data is from the May 2025 Koddi report titled "The State of Programmatic Retail Media." 149 US retail media buyers from brands and agencies were surveyed during March 2025. Koddi is a retail and commerce media technology company.