10 July 2025
During her time at the 2025 edition of VideoWeek TV Rise, Gloria Eichler, CPO at smartclip, discussed how the integration of linear TV into the digital ecosystem is set to change the way advertisers approach video planning and buying. By moving beyond separate linear and digital silos, campaigns will be able to be planned holistically across the entire video landscape, allowing focus to shift from individual platforms to audience targets. This evolution will allow buyers to apply the same targeting, measurement, and optimisation strategies to TV that they already use in digital, while making TV inventory more flexible and dynamic.
While the vision sounds promising, the road to achieving it is anything but simple. Gloria also outlined the obstacles she sees ahead — from aligning legacy systems to establishing common standards for targeting and measurement. The shift from traditional TV’s predictable, spot-by-spot workflows to the real-time logic of digital adds another layer of complexity. Keeping buyers’ trust intact throughout this transition will require transparency, close collaboration, and a shared commitment across the industry.
When asked what “future-ready” means to her, Gloria explained that it starts with reducing complexity — creating a simpler, more consistent buying, targeting, and measurement experience. And she went on to outline how the joint initiative between smartclip and RTL aims to create a unified, data-driven, future-ready video marketplace.
Lee is the Marketing Specialist Europe at smartclip and is responsible for content writing, editing, social media, and creative support across the department and company. Originally from the United States, Lee graduated from the University of Cincinnati, where she received a Bachelor of Fine Arts degree in Electronic Media. Before joining smartclip, she has worked with various organisations managing social media accounts and assisting in the video and audio production processes.
Lee Richter
Marketing Specialist Europe
