GoWit Off-Site Retail Media: Integrating Meta Ads for Extended Reach

Retail Media

6 min read

The rise of off-site Retail Media is redefining how brands connect with consumers beyond owned platforms. As Meta Ads become central to omnichannel strategies, advertisers must harness first-party data and advanced targeting to drive performance across social and digital channels. With seamless integration now available through GoWit, retail and CPG marketers can scale smarter, and stay competitive in an increasingly fragmented digital landscape.

GoWit Off-Site Retail Media: Integrating Meta Ads for Extended Reach

1. Unlocking the Potential of Off-Site Retail Media Advertising

Retail Media has traditionally focused on on-site advertising, placing ads directly on a retailer’s website or app to target shoppers during their purchase journey. While this approach remains effective, it’s no longer sufficient in today’s increasingly fragmented digital landscape. Shoppers engage with brands across multiple channels, and to keep up, advertisers must look beyond the retailer’s owned platforms. This is where off-site Retail Media comes into play.

Off-site Retail Media refers to the use of a retailer’s first-party data to purchase ad placements on external platforms, beyond their own site or app. These placements can include display ads, social media, digital out-of-home (DOOH), advanced TV (AVOD, BVOD, SVOD), and digital video formats (in-stream and out-stream). This strategy enables a true omnichannel approach, seamlessly combining on-site and off-site efforts to reach customers wherever they are.

According to eMarketer, omnichannel Retail Media ad spending is projected to hit $61.2 billion in 2025, while Statista estimates that off-site Retail Media alone will account for $41.82 billion. As such, off-site advertising is no longer a complementary tactic, it is now a core pillar of Retail Media strategies.

As noted by IAB MENA, the key advantages of off-site Retail Media include:

Audience Relevance: By leveraging real purchase data, marketers can better understand consumer intent and target individuals based on their buying behaviors and significant life moments.
Audience Scale: Off-site Retail Media allows advertisers to reach a broader audience by targeting in-store shoppers and loyalty program participants, not just online users.
Closed-Loop Measurement: Using retailer transaction data, marketers can track the full customer journey, from ad exposure to purchase, across both on-site and off-site environments.
Increased Retailer Revenue: Off-site advertising enables retailers to monetize audiences beyond their own digital properties, expanding ad revenue potential.

In line with these benefits, Jason Wescott, Global Head of Commerce Solutions at GroupM Nexus and Chair of the IAB Europe Retail Media Committee, highlights in Off-site Beckons: Retail Media’s Next Frontier, that brands can no longer afford to treat off-site as a secondary strategy. As Wescott explains, the saturation of on-site ad space, rising CPCs, and declining ROAS are pushing advertisers toward the open web. Off-site Retail Media offers a scalable alternative, leveraging retailers’ first-party data to deliver precision-targeted campaigns across CTV, social platforms, and third-party publishers. This extends audience reach and enables brands to influence consumers earlier in their decision-making process. With social commerce sales expected to surpass $100 billion by 2026 and brand awareness now a growing metric in Retail Media KPIs, Wescott urges brands to “embrace off-site, and invest accordingly” to stay ahead in the evolving commerce landscape.

2. Meta’s Expanding Influence: A Powerhouse for Off-Site Retail Media

With the rise of off-site Retail Media advertising, social platforms have become increasingly attractive to advertisers due to their numerous advantages. Meta Platforms, home to Instagram, Facebook, Messenger, and Audience Network, is leading the social media landscape and emerging as a top-tier advertising platform. With their vast and engaged user base, they offer unmatched opportunities for brands to run standout campaigns. According to Statista, by 2025, Instagram is projected to have 1.44 billion monthly active users, while Facebook will reach 253 million users. These massive user numbers make Meta an essential space for advertisers looking to reach broad audiences with precision targeting. Meta isn't just keeping up with the new advertising age, but it's defining it. Innovative, upbeat, and results-driven, it's where the future of digital marketing is happening, and brands need to grow with it.

According to Deloitte, consumers spend an average of six hours per day engaging with media and entertainment content. This emphasizes the importance of capturing their attention in a highly saturated digital space. Meta Ads, powered by advanced AI, have significantly improved targeting accuracy, making them a promising tool for brands and retailers seeking strong returns on investment.

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3. Launch Meta Ads with GoWit – Now a Meta Tech Provider

Recognizing the rising importance of off-site Retail Media, GoWit RMA now offers seamless integration with Meta Ads, as an official Meta Tech Provider. With just a few clicks, users can connect their Meta accounts and effortlessly manage campaigns across Facebook, Instagram, Messenger, and the Audience Network.

Advertisers using GoWit RMA can create and launch Meta ads in a matter of minutes by following these simple steps:

Select the product
Set your budget and redirect URL
Preview the ad
Launch instantly

This integration empowers advertisers to extend their reach beyond their own e-commerce platform, retarget high-intent audiences, drive traffic, and boost ad revenue, making the omnichannel strategy more powerful and effective than ever before.

In today’s fast-evolving digital landscape, Meta Ads have proven to be an essential pillar of modern digital marketing strategy. With their unmatched reach, advanced targeting capabilities, and ever-expanding creative formats, Meta's platforms empower brands to connect meaningfully with audiences. Whether you're engaging Gen Z with eye-catching content or scaling campaigns through seamless tools like GoWit RMA, Meta offers a powerful ecosystem for advertisers ready to grow, innovate, and lead.

4. Crafting High-Impact Ads That Drive Results

The omnichannel approach is becoming increasingly important for advertisers, with Gen Z playing a pivotal role in shaping the future of advertising. Platforms like Meta enable brands to connect with their audiences off-site, making it easier to build effective omnichannel strategies that align with the behaviors and preferences of this digitally native generation.

According to Deloitte, social media platforms have gained a significant technological advantage, and their influence is particularly strong among younger demographics. While 49% of Millennials say social media ads or product reviews influence their purchasing decisions, this number rises to 63% for Gen Z. This highlights the growing necessity for brands and retailers to prioritize social media advertising, especially as Gen Z becomes a dominant consumer force.

Once brands and retailers gain access to platforms with broad reach, high visibility, and efficient targeting, the next crucial step is to ensure their ads are both eye-catching and engaging. This means focusing on high-quality visuals and video content, using clear and compelling Call-to-Action (CTA) buttons, and crafting content that resonates with the audience.

Sources

eMarketer. “Off-Site Retail Media Ad Spend Is Growing Much Faster Than On-Site.” Accessed April 25, 2025.

https://www.emarketer.com/content/off-site-retail-media-ad-spend-growing-much-faster-than-on-site

Deloitte. Digital Media Trends: 2025 Media Consumption Habits Survey. Accessed April 25, 2025. https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/2025.html.

Forbes Agency Council. “5 Social Media Advertising Trends You Need to Know Now.” Forbes, April 22, 2025. https://www.forbes.com/councils/forbesagencycouncil/2025/04/22/5-social-media-advertising-trends-you-need-to-know-now/.

Statista. “Facebook Marketing - Statistics & Facts.” Accessed April 25, 2025. https://www.statista.com/topics/1559/facebook-marketing/#topicOverview.

Statista. “Number of Facebook Users in the United States from 2018 to 2025.” Accessed April 25, 2025. https://www.statista.com/statistics/408971/number-of-us-facebook-users/.

Wescott, Jason. 2025. “Off-site Beckons: Retail Media’s Next Frontier.” March 13, 2025. LinkedIn. https://www.linkedin.com/pulse/off-site-beckons-retail-medias-next-frontier-jason-wescott-wtmxe/.