May 30, Sydney Australia: Fast-growing AdTech company, Doohly, will cement its position as the leading independent Out of Home content management system (CMS) provider in Australia and New Zealand, following a key new appointment off the back of its second successful capital raise in the last year.
The start-up – formed out of frustration a co-founder had in his previous role managing digital production for a leading retail property group – appointed Out of Home executive Adam Rowe as Head of Operations to drive further digital innovation to the $430 million DOOH sector.
Chief Executive Officer and co-founder of Doohly, Sean Law, said the appointment of Rowe was a significant part of the company’s growth strategy, supported by a $500,000 follow-on injection from existing investors including Archangel, Skalata and Brisbane Angels this month (taking the total raised in the past year to $1 million).
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“Adam’s deep understanding of the Digital Out of Home (DOOH) industry and his proven track record in leading high-performing teams aligns perfectly with Doohly’s mission to modernise digital engagement,” Law said.
“We are confident adding Adam to our leadership team will bolster innovation and our sales and marketing initiatives, strengthening our position as industry leaders and growing market share.”
Rowe joins Doohly after holding key operational roles at oOh!media and Claude Outdoor for more than a decade, where he led transformation in operational efficiencies, campaign effectiveness and client service.
Rowe said he was excited to join a rapidly growing business, with a proven platform that has already driven savings of around 30 per cent and increased ROI of 20x to its clients spanning six countries.
“With the digital landscape continually evolving, I look forward to harnessing Doohly’s innovative technologies to further elevate our offerings and redefine what’s possible in DOOH advertising,” Rowe said.
Since mid-last year, the company has grown from 11 customers and 14 networks – including New Zealand billboard company LUMO, Hyper Media, KX Pilates and TMS and retail networks for Rebel Sport, Mobil and LiquorLand – to 19 customers and 29 networks. Recent customer wins include Monstavision, Advertro and Maad Collective, with new networks including Mitre10, Darwin Airport and South Sydney Rabbitohs.
Law said the growth since July last year – which takes the total number of creatives served by Doohly over the last 12 months to more than 4 billion – had all come through referrals.
“This shows our product, business model and customer service resonate well with our customers, giving them demonstrable results when it comes to operational savings, increased ROI and time savings,” he said.
“With us now investing in operations, marketing and sales, we expect this growth to accelerate, as the industry discovers how it benefits them.”
OOH industry pioneer, recent inductee of the OMA Hall of Fame and Chair of the Doohly Advisory Board, Brendon Cook OAM, said with DOOH growing further in all markets, the company was well positioned to take a solid share of not only the ANZ markets, but the $25 billion global DOOH industry.
“Doohly is well placed, with a best of breed CMS platform, its customer-centric focus and strong team, which has been further bolstered with the appointment of Adam, whose up-to-date knowledge of CMS connectivity and his expertise as an independent provider to various ecosystems will further enhance Doohly’s capabilities,” Cook said.
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