21 November 2025
The Road to Total Video made its next stop on the French Riviera.
At Cannes Lions 2026, Gloria Eichler, CPO at smartclip, Martin Hoberg, Chief International Adtech Officer at RTL Deutschland, and Frank Vogel, CEO at Ad Alliance Germany, came together at RTL Beach to discuss a shared vision for the future of television advertising: one where linear TV and digital video no longer operate as separate worlds.
The conversation explored how a unified Total Video approach could simplify the way campaigns are planned, delivered, optimised, and measured across linear TV, CTV, and online video — combining the reach and impact of traditional television with the flexibility and data-driven capabilities of digital.
But convergence is about more than connecting technology. The panel also looked at what it takes to make the vision work in practice: from real-time decisioning, audience data, and unified reporting to new trading models, organisational alignment, and industry adoption.
Early implementations in Germany are already helping us explore what this future could look like. But one message from Cannes was clear: true convergence will not happen overnight. It requires technology, collaboration, and a willingness to rethink some of the ways television advertising has traditionally worked.
The discussion at Cannes marked an important moment for The Road to Total Video, bringing the vision to a wider industry audience and opening up the conversation around what it will take to make convergence a reality.
There is still a lot to solve — and a lot more to come.
Shira Leffel is the VP of Marketing at smartclip, the adtech business of RTL Group. She leads the marketing and product education department, helping Europe’s largest broadcasters adopt innovative advertising technology solutions. With over 10 years of marketing leadership experience across tech—ranging from startups to public companies—Shira specialises in transforming complex technology into compelling, marketable stories. Her career has taken her across the globe, with roles in the United States, Canada, Israel, Mozambique, Brazil, and now Germany, shaping her inclusive and impactful approach to marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
