Doohly appoints Adam Rowe to drive DOOH innovation & growth

Doohly, an emerging force in the AdTech industry, is making significant strides in the Australian and New Zealand Digital Out of Home (DOOH) market. The company recently strengthened its leadership team with the appointment of Adam Rowe as Head of Operations, a strategic move aimed at driving further digital innovation in the sector, which is valued at AUD $430 million.

Doohly's co-founder and CEO, Sean Law, emphasised that Rowe's deep understanding of the DOOH industry and a proven track record in leading high-performing teams aligns perfectly with Doohly's mission to modernise digital engagement. Rowe brings over a decade of experience from his key operational roles at oOh!media and Claude Outdoor, where he led significant transformations in operational efficiencies, campaign effectiveness, and client service.

The appointment follows Doohly's successful capital raise, which saw a follow-on investment of AUD $500,000 from existing investors including Archangel, Skalata, and Brisbane Angels. This brings the total capital raised by Doohly in the past year to AUD $1 million. Law expressed confidence that Rowe's addition to the leadership team would fortify Doohly's position as a market leader and spur growth in market share through enhanced innovation and marketing initiatives.

Doohly has experienced notable organic growth since mid-2023. The company's customer base expanded from 11 to 19, and its networks grew from 14 to 29, including recent additions such as Monstavision, Advertro, and Maad Collective. High-profile networks like Mitre10, Darwin Airport, and South Sydney Rabbitohs have also joined Doohly's platform. This expansion has been driven entirely by referrals, demonstrating a strong resonance of Doohly's product, business model, and customer service with its clientele.

Brendon Cook OAM, an Out of Home (OOH) industry pioneer and Chair of Doohly's Advisory Board, believes the company is well-placed to capture a significant portion of the global DOOH market, valued at USD $25 billion. Cook highlighted that Doohly's best-of-breed CMS platform, customer-centric focus, and the appointment of Rowe position the company for further success. He underscored the expertise and up-to-date knowledge that Rowe brings to the team, which he believes will enhance Doohly's capabilities as an independent provider to various ecosystems.

Rowe expressed enthusiasm about joining Doohly, a company that has already demonstrated substantial cost savings and return on investment (ROI) benefits to its clients across 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," he said.

Since July last year, the number of creatives served by Doohly has exceeded 4 billion, a testament to the company's growing footprint in the sector. Law noted that this growth, achieved entirely through customer referrals, indicates the robustness of Doohly's offerings in delivering operational savings, increased ROI, and time savings to its clients. He also anticipates that the recent investments in operations, marketing, and sales will accelerate this growth as more industry participants discover the advantages of adopting Doohly's platform.

Doohly's rise in the DOOH sector marks a significant development in digital advertising technology in Australia and New Zealand. With an experienced leadership team, proven technology, and strong backing from investors, the company is poised to continue its upward trajectory and potentially make a significant impact on the global stage.