Peach, a market leader in video advertising workflow and delivery, has announced the acquisition of Cape, a SaaS creative and campaign automation platform allowing teams to collaborate and efficiently publish to digital and social destinations.
Michiel Blonk (left) and Eelco Van De Wiel (centre) co-founded Cape in 2019. The company has grown exponentially and is used by such brands as Basic-Fit, Just Eat Takeaway.com and Philips.
Cape’s software supercharges the creative workflow — including easy creative versioning for display, social, video and DOOH, approval flows, user collaboration, data feed management and publishing to social and ad platforms including Facebook, Instagram, Snapchat, LinkedIn, YouTube, TikTok, Pinterest, Meta for Business, Google Ads, CM360 and DV360. Cape is launching new capabilities for multi-variant testing, reporting, asset management, campaign planning, smart visual analysis and much more.
Says Doug Conely (right), chief product and technology officer at Peach: “This is a major acquisition for Peach: it adds key capabilities across the creative workflow helping us fulfil our mission to further simplify and automate how advertising works.
“The Cape team will become an integral part of our global organisation. In the short term our goals are to accelerate the continuing innovation trajectory of the product for users and to bring those product benefits to more clients via our existing international footprint. Longer term, we see opportunities for further automation between Peach products and our ecosystem partners to help brands, agencies, and media owners alike.”
Says Blonk: “Everyone working in digital advertising knows there are huge opportunities in creating campaigns more efficiently, optimising ad-performance, and building campaigns that are truly cross-channel.
“Our mission is to make it as easy as possible to get campaigns live superfast — and in Peach we recognize kindred spirits. With their 25 years of expertise and reputation for innovation, this acquisition will help us further supercharge our growth from our backyard in Benelux to the rest of the world — and give us the freedom to build an even greater product.”
Says Yannick Kant, global lead programmatic display, video and social advertising at Just Eat Takeaway.com: “Building a campaign used to take up 80% of our time. Now, with Cape we can build a campaign in 20 minutes — and publish it in 5 minutes. Now we can focus more on testing and creativity, so we can create new campaign concepts and optimise our digital advertising strategy.”
The advertising ecosystem has become deeply complex over the last 20 years, with demand for ever more content, leading to highly time consuming workflows. Digital campaigns take weeks to activate, yet run routinely late, leading to high costs — additional fees, failed media plans and delayed campaigns, to name a few. Peach aims to fix these issues through product innovation while the acquisitions of Cape and of Advalidation last year will accelerate this mission.