Adtech-focused, people-first, and simplifying the complex: smartclip unveils new brand identity and website

Image of smartclip's new website in laptop device

Hamburg, 5 september 2023: smartclip, RTL Group’s adtech development unit and leading provider of adtech solutions, has unveiled a bold and timeless new brand identity and website. The new look reflects smartclip’s evolution into a company purely focused on developing advertising technology and emphasises its partner-driven approach to providing cutting-edge, privacy-first adtech solutions to European media owners.

Over the past years, smartclip has experienced a number of changes. Most significantly, the company separated from its media division this year, which has moved to RTL AdAlliance, and smartclip will now focus exclusively on adtech development. The new brand identity sought to address these changes. It was also used as an opportunity to dial up the company’s innovative approach by leveraging 3D motion graphics and people-centric imagery to bring adtech to life in a way rarely seen in the adtech industry.

Preview smartclip’s new visual identity here: 

“Following recent changes, we needed to reestablish our brand in the market and clarify our new core focus. Design is one of the most powerful tools we have to bring clarity to our offerings, identity, and purpose — and this brand refresh and new website ensures that anyone who comes in contact with smartclip, easily understands what we do and stand for. We sought to not only use design to reintroduce our core message to the market but also to use it in a way that hasn’t been used in our category. Our goal was to simplify the complex, make adtech tangible, and tell the story of our technology through the faces of our people.”

Shira Leffel, Executive Director Marketing & Product Education at smartclip

Every brand asset was intentionally reimagined to better reflect smartclip’s new positioning — including the design architecture (logo, colours, typography, photography, 3D animations), brand messaging architecture (vision, mission, voice, tone), and new marketing collateral. 

The rollout of the new brand identity starts today with the launch of the redesigned website. Over the course of the next few months, smartclip aims to implement the new brand identity across all owned and partner assets. 

About smartclip

smartclip is the adtech development unit of RTL Group — Europe’s leading free-to-air broadcaster group. Our proprietary advertising technology is custom-built for the needs of European broadcasters and publishers — enabling media owners to implement smarter monetisation strategies. We are committed to delivering the most innovative ad experiences spanning in-stream, out-stream, connected TV, addressable TV, gaming, and audio — ultimately empowering brands with true cross-screen storytelling opportunities on all devices. The media sales division of smartclip will merge with RTL AdConnect and G+J i|MS to form RTL AdAlliance, an international advertising and technology sales champion. Once the merger is complete, smartclip will focus strictly on advertising technology development.

Headquartered in Hamburg, smartclip has offices in Berlin, Munich, Düsseldorf, Cologne, Gütersloh, Stockholm, Oslo, Helsinki, Amsterdam, Milan, and Rome. For more information: Please visit and follow us on LinkedIn.

Press contacts

Kathrin Müller
T: +49 (0) 40 286 686 117