How Peach Is Making It Easier to Work Better Together

The digital media landscape is changing. The recent introduction of advertising to streaming platforms, the projected growth of the connected TV market, and ever-influential social media are all changing the way we consume ads.

Leading creative workflow and ad delivery platform Peach is at the forefront of helping advertisers navigate this complexity with innovative tools simplifying the creative process. Getting ads wherever they need to go – any screen, anywhere, any time – its experts have developed a Creative Workflow Suite to handle the technical, so that agencies and brands can ultimately concentrate on the creative. They’re tools designed for the industry, by the industry.

All about making the advertising world work better together, it makes sense that Peach is one of five official sponsors of Little Black Book’s event this Wednesday, Better Together. Held in Park Village Studios, Camden, the day will see 200 of London’s finest marketers, creatives, agency and production folk debate what's driving change in the industry right now, and how we can achieve more, together. Attendees will also be treated to panel discussions from the brands including the likes of PepsiCo, Lego, Virgin Media O2, and Magnum.

Ahead of the event, LBB sat down with  Ross Priestley, SVP enterprise sales and Doug Conely, chief product and technology officer, to find out exactly how Peach is supporting brands and agencies, adapting to fast-changing trends, and leveraging AI.

LBB> How has Peach’s Creative Workflow Suite been developed to support people in agencies and brands so they can concentrate on what they do best?

Ross> The Peach Creative Workflow Suite is built by ad people, for ad people. We understand the lifecycle of an ad, supporting producers, creatives and marketeers from concept to clearance, production to activation. Our suite of products including Peach Connect, Cape, Go and Advalidation help you check your ads, optimise creatives for the platforms they are destined for, improve collaboration and much more. Peach lets agencies and brands focus on the creative, giving teams more time to improve the brilliance of your campaigns.

LBB> What opportunities have arisen for advertisers since streaming platforms introduced ads to their platforms? And with the connected TV market projected to grow at 13.2% over the next five years, how are advertisers adapting to this hybrid TV model?

Ross> Streaming and the whole world of connected TV (CTV), has exploded in popularity over the past few years. We’re seeing many more advertising-driven products, including FAST channels, plus the Netflix, Disney+ and Amazon Prime Video ad-supported tiers and much more. This is great news for advertisers who now have access to these new audiences drawn to TV, especially younger people who have grown up with streaming, representing a significant opportunity for brands and agencies.

Additionally, there are other opportunities for modernising the creative workflow with these new platforms, such as bringing changes that fit with programmatic-based workflows. 

For example, Peach Connect now supports the way media plans have changed, including new file types and workflows that are needed to adapt to the increased complexity of digital workflows. This creates opportunities for advertisers and agencies struggling with the different ad formats, time lengths, increased personalisation and the growing number of creatives now required, as we are able to automate and handle the heavy lifting of it all.

LBB> How has AI reshaped the way digital and CTV campaigns are delivered? What specific improvements has AI-driven automation brought to campaign speed, scale, and accuracy?

Doug> Generative AI is helping us solve some long term advertising challenges — and doing it at a scale and speed that was impossible just a couple of years ago. We are using it to solve real challenges our customers have. We’re not planning on bolting AI chats everywhere, instead, we’re working with some of our largest customers to deeply integrate AI into their processes — enabling them to delve into the characteristics of their creative to understand them better, speed up their workflows and ensure effectiveness. 

For example, do you want to make sure your ads are on brand? Want to know why particular ads are more effective than others across different countries? Need to understand how your ads are driving your sustainability and DEI goals? How about easily categorising thousands of ads? Previously this kind of work would have been a slow and mostly manual affair, but gen AI lets us do this faster and more effectively than ever before.

As these features become embedded into our products like Peach Connect, Cape and Go — you may not even be aware that we are using gen AI to make it possible. 

We’ll be sharing more about this soon, but please come and chat to us at Better Together to find out how we can help you make use of gen AI so your ad workflow doesn’t get in the way of your creativity.

LBB> On the theme of working better together, tell us about the people at Peach. How does their experience prime them to understand the pressures faced by all parts of the advertising ecosystem?

Ross> Our teams fully get the pressures that our clients feel — they themselves are from post production companies, agencies, advertisers and media owners. 

Take Fabio [Brancatelli], our country manager for Brazil, who was recently voted to be one of the country’s top 100 advertising managers. Or Peach Plus, our fantastic team of business affairs specialists — they have deep knowledge of the industry and work with teams to get their campaigns live, work with Peach products and make their workflow more effective. Everything from sorting out talent rights issues, to making sure the ads will work from London to Japan. 

For us, working better together means offering solutions to make the lives of people in brands and agencies easier. We work with the experts within agencies, advertisers and the whole advertising ecosystem. When we are developing our products and services, the features are always based on our client and partners' needs. 

LBB> And why is digital asset workflow management crucial in making sure all parts of a brand’s messaging work better together?

Ross> With digital ads becoming a more prominent part of ad spend, it’s essential that ineffective and unstructured workflows don’t get in the way of campaign success. The huge increases in asset volumes, versions, platforms and channels ultimately leads to chaos if manual and disorganised workflows aren’t dealt with. Even worse, this can lead to advertisers and agencies being unable to take full advantage of the opportunities they have to reach new audiences, better target and engage with their consumers.

Peach products are designed to take away the headache of chaotic systems and provide innovative, trackable, collaborative solutions that make digital campaigns work better.