Doohly, an independent Content Management System (CMS) provider, who counts Brendan Cook as its advisory board chair, is setting its sights on transforming Australia and New Zealand's $430 million Digital Out of Home (DOOH) sector.

Having chalked up a second capital raise worth $500,000 in the last year, the group now has more than $1m in the kitty to push its growth forward. It's now appointed DOOH expert, Adam Rowe, as Head of Operations, to help lead the charge.

"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," said Chief Executive Officer and co-founder of Doohly, Sean Law.

Doohly was founded out of the frustrations the co-founder experienced in a previous role managing digital production for a leading retail property group. Doohly's platform streamlines content creation and management for DOOH campaigns. Since mid-2023, its customer base has grown from 11 to 19, and networks have expanded from 14 to 29, based entirely on referrals. New clients include Monstavision, Advertro, and Maad Collective, while networks like Mitre10, Darwin Airport, and South Sydney Rabbitohs have joined the platform.

"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," Law added.

Rowe is also looking forward to the new role, stating: "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."

Doohly claims its platform has delivered significant benefits to clients across six countries, including a 30% cost reduction and a 20x increase in ROI.

"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," Law noted.

OOH industry veteran Cook OAM, who is the Chair of the Doohly Advisory Board, believed the company is well-positioned to take a significant share of the global DOOH market, valued at $25 billion.

"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.