Key stat: 72% of US buy-side retail media advertisers say they are buying video ads offsite, second only to social media, according to a March RetailX survey commissioned by Koddi.

Beyond the chart:

• Total offsite retail media ad spend in the US will reach $16.81 billion in 2026, according to an EMARKETER forecast.
• Audience targeting solutions are most important to US marketers when working with retail media networks to activate offsite advertising, according to May data from TripleLift in partnership with Advanis.

Use this chart: Retail marketers can use this data to weigh prioritizing video in their offsite strategies, especially on social platforms where it drives performance. Use this data to advocate for more budget toward video creative and testing across platforms like YouTube, Instagram, and TikTok. Don’t overlook CTV as a growing complement to reach audiences in lean-back environments.

Related EMARKETER reports:

• In-Store Retail Media 2025 (EMARKETER subscription required)
• Retail Media Ad Spending Forecast and Trends H2 2025 (EMARKETER subscription required)

Methodology: Data is from the September 2025 RetailX report titled "Data Workbench: Offsite Retail Media" commissioned by Koddi. 126 US senior advertising decision-makers were surveyed during March 2025. Respondents were based in the US and work at media agencies purchasing retail media on behalf of brands (59%) or directly for brands (41%), with 70% having the final say on retail media spend and/or programmatic advertising.