Off-site retail media ad spend growing much faster than on-site

Key stat: Off-site retail media ad spend will grow 42.1% in 2025, almost three times as much as on-site, according to our November 2024 forecast.

Beyond the chart:

• Omnichannel retail media ad spending will reach $61.2 billion in 2025, per our March forecast.
• We forecast connected TV (CTV) retail media ad spending is set to grow 43.1% this year, hitting $4.86 billion.

Use this chart: With retail media networks (RMNs) growing in scale and complexity, marketers should push for campaigns that take advantage of the exposure that off-site ads can offer. Additionally, retail media planners should balance on-site tactics with off-site expansion for full-funnel impact.

Related EMARKETER reports:

• The State of Measurement in Retail Media (EMARKETER subscription required)
• Retail Media’s Off-Site Imperative (EMARKETER subscription required)

Note: All numbers are EMARKETER estimates. Examples of in-store retail media include interactive retail displays at the front of the store, checkout, end caps, cooler aisles, and smart carts; at gas stations (e.g., GSTV video ads); at Volta and other electric vehicle charging stations; and at the Redbox ...More

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.