A keyword-optimized, U.S.-focused guide for individuals and businesses deciding how to split retail media spend between on-site search/display and off-site (open web, social, CTV)—with sample allocations, testing plans, and KPIs that protect ROAS.
Updated: August 2025 • Keywords: on-site retail media, off-site retail media, retail media budget split USA, sponsored products ROAS, DSP off-site, retail CTV measurement, closed-loop attribution
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Table of Contents
1) On-site vs Off-site: What’s the Difference?
On-site Retail Media
- Where: Retailer apps/sites (search results, product pages, homepages)
- Formats: Sponsored Products, Sponsored Brands, on-site display
- Strength: High intent, protects the digital shelf, fast payback
- Use it for: Share of search, promo protection, bottom-funnel ROAS
Off-site Retail Media
- Where: Open web, social, and CTV using retailer audiences
- Formats: Prospecting/retargeting display, video, shoppable social, streaming
- Strength: Scales reach beyond the retailer, builds new-to-brand
- Use it for: Upper-funnel demand, lapsed-buyer reactivation, market entry
Balanced Portfolio
- Start with an on-site floor to hold rank & price
- Layer off-site for incremental households and category expansion
- Shift % by seasonality, inventory, and competitive pressure
USA tip: Tie every dollar to closed-loop sales (on-platform or store) and a clear incrementality design.
2) Recommended Budget Splits by Goal (USA)
| Primary Goal | On-site % | Off-site % | Why This Works |
|---|---|---|---|
| Defend share of search | 70% | 30% | Max coverage on Sponsored Products; off-site to mop up bounce and grow lists |
| Profitable scale | 60% | 40% | Maintain rank while prospecting with retailer IDs across open web/CTV |
| Launch/new-to-brand | 45% | 55% | Heavy off-site for reach; on-site to secure hero keywords and PDP traffic |
| Lapsed buyer reactivation | 50% | 50% | Retarget on-site browsers; off-site with loyalty audiences to reclaim share |
| Promo weeks/price events | 75% | 25% | Dominate retailer search/display; light off-site for awareness & retarget |
Guardrail: Cap any single retailer at ≤70% of your retail media budget to reduce dependency.
3) Category-Specific Playbooks
CPG / Grocery
- On-site 55% • Off-site 45%
- Basket-based loyalty audiences; store-level supply signals
- CTV to shift brand preference; measure units/household
Beauty / Style
- On-site 50% • Off-site 50%
- Lifestyle video + creator content; “complete-the-look” bundles
- Optimize PDP imagery, reviews, shade finders
Appliances / Durable Goods
- On-site 40% • Off-site 60%
- Upper-funnel video/CTV, comparison guides, financing callouts
- Retarget spec-sheet viewers to cart with offers
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4) Test-and-Learn Framework
Design
- Start with a control on-site floor (min CPC/share-of-voice)
- Allocate 10–20% to off-site experiments (open web, social, CTV)
- Use geo-split or matched markets; lock promo calendars
Decisions
- Move 5–10 pts toward the channel that raises incremental ROAS
- Kill tests that lift clicks but not units/households
- Re-test quarterly as competition and supply shift
Documentation: Keep a campaign log (audiences, offers, CPM/CPC, dates) to explain seasonality to finance stakeholders.
5) KPIs That Predict ROAS
| KPI | Channel | Why It Matters |
|---|---|---|
| Share of Search / Rank | On-site | Directly tied to cart adds and paid efficiency |
| PDP View → Add-to-Cart | On-site | Merchandising quality; fix images, bullets, reviews |
| New-to-Brand % | Off-site & CTV | Signals incremental households, not just retargets |
| View-Through Purchases | CTV/off-site | Connects awareness to sales with retailer IDs |
| Blended Retail ROAS | Both | Prevents channel silo gaming; reflects true efficiency |
| Refund/Return Rate | Both | Protects margin; screens misleading creatives |
Methodology check: Standardize attribution windows and identity matching before declaring winners.
6) Tactics to Stretch Every Dollar
On-site Wins
- Protect hero keywords; day-part bids to traffic peaks
- Launch bundles/variants to defend shelf & AOV
- Refresh creative every 2–4 weeks; harvest search terms
Off-site Wins
- Prospect lookalikes built from loyalty buyers
- Retarget PDP viewers with offer-based creatives
- Use CTV to seed demand, then recapture via on-site search
Cross-Channel Hygiene
- Align promos and inventory to avoid stockouts
- Share negative claims list across partners
- Quarterly incrementality test to reset splits
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7) Frequently Asked Questions
What’s a good starting split for most brands?
Begin around 60% on-site / 40% off-site, then shift 5–10 points toward the channel that shows incremental ROAS in your geo tests.
How often should I rebalance budgets?
Monthly for always-on; weekly during promos. Re-run incrementality tests at least quarterly or when competition spikes.
Does CTV belong in “off-site”?
Yes—when powered by retailer audiences and measured to purchase, CTV is a high-impact off-site lever for new-to-brand growth.
