Offsite Retail Media: Video and Social Dominate Strategies
Offsite retail media is rapidly evolving, with video advertising accounting for nearly 70% of all offsite ad buys according to recent industry data. This trend reflects shifting consumer behaviors and platform dynamics that favor visual storytelling and social engagement as central elements of successful retail media campaigns.
The Power of Visual Storytelling and Engagement
Video and social media channels effectively capture consumer attention through immersive, dynamic content formats. Platforms such as YouTube, Instagram, and TikTok offer integrated features like shoppable videos, interactive elements, and shareability that align closely with consumer preferences for engaging and authentic experiences. Connected TV (CTV) further expands opportunities by combining traditional television reach with the targeting capabilities of digital advertising.
Key Data Points for Strategic Planning
Forecasts indicate continued growth in offsite retail media spending, with video ad budgets expected to increase by more than 15% annually over the next several years. Audience targeting solutions on social platforms allow marketers to reach specific demographics with precision, optimizing return on investment by connecting ads to the most relevant shoppers. These capabilities make offsite retail media a vital component for brands aiming to boost visibility and drive sales beyond onsite environments.
Actionable Advice for Brands
Retail marketers should prioritize investment in video creative that resonates across major social media platforms, tailoring content to reflect the unique flavor and user behavior of each site. Leveraging YouTube’s extensive reach enables broad brand awareness, while Instagram and TikTok offer opportunities for culturally relevant, trend-driven campaigns that foster community engagement. Additionally, integrating Connected TV into existing retail media plans can complement these efforts by capturing audiences during longer viewing sessions and on larger screens.
Looking Ahead in Offsite Retail Media
Video and social channels will maintain their leadership in offsite retail media due to their ability to deliver measurable impact and meet evolving consumer demands. Brands that effectively combine creative video content with robust audience targeting across these platforms position themselves to maximize engagement and sales growth in an increasingly competitive landscape.
