01WHY WE EXIST
The medium is human.
The infrastructure shouldn't be.
Walk into any independent OOH operator on a Tuesday morning. The owner is on the phone, again, because nobody else can quote that account. The senior rep is rebuilding a proposal from a photosheet that hasn't been updated since 2019. The new AE, six months in, is still asking which boards on the network matter. And the phone keeps ringing off the imprint on the boards — half those calls dying in voicemail before anyone gets to them.
None of that is the fault of the people doing the work. The reps are good. The owners are excellent. The medium itself is one of the most durable in advertising. What's missing is everything between them — the work that has always sat in senior heads because, until very recently, there was nowhere else for it to go. Knowing which advertiser is right for which board. Knowing which signal in the world means it's time to call. Knowing which words to put in the email. The best operators have always done this work brilliantly. They've just had to do it in their heads, and they've had to do it again every Tuesday.
doohthis is the layer underneath. The same intuition the best operators have always run on, written down at the level of the asset, refreshed against what's actually true this quarter, and quietly there in the moments where it matters — when the rep opens the outbound email, when the phone rings, when the proposal goes out. The reps stop authoring from a blank page. The owner stops being the only person who can quote the account. The medium stays human, and the work underneath it finally doesn't have to be.
02WHO'S BUILDING IT
The team behind the work.
CO-FOUNDER · CHIEF EXECUTIVE OFFICER
Thiru Saravanan
Two-time founder. Enterprise GTM operator.
Thiru fell in love with billboards on a drive down I-65. A few hundred miles of them, framing American highways the way they have for a century, shaping what local economies see and think about every morning. The medium was obvious. The fact that almost no modern software had been built for the people who own them was obvious in the same way.
The decade leading up to that drive had been spent in the same posture: bringing frontier technology to legacy industries that needed it and weren't sure they wanted it yet. VR training simulators for Fortune 500 manufacturers. Immersive customer experiences for global brands. Enterprise XR at RR Donnelley. Eight years before that as co-founder and CBO of XR Labs, delivering multi-million-dollar engagements across five continents.
doohthis is the company Thiru wished he could have handed every operator on that drive. We're building it for the ones still answering the phone themselves.
CO-FOUNDER · CHIEF TECHNOLOGY OFFICER
Muthu Kumar
Three-time founder. Two decades of building hardware, embedded systems, and edge AI from the ground up.
Muthu is the technical spine of doohthis. Most recently, he spent six years as Founder & CTO of Pixxon AI Solutions, leading platform R&D across hardware, AI, and software — including a flagship product that delivers supercomputer-level computer vision entirely on-device, with no external infrastructure required.
Before Pixxon, he founded SpotForge, a pioneer in Android-based digital signage — building inside Digital-Out-of-Home more than a decade before doohthis existed. Before that, Bandvalley Technologies, where he built real-time fraud-prevention systems for banking and government-deployed handheld devices still in service today. Two decades of shipping production systems into environments where they actually have to work.
BASED
CHENNAI, INDIA
PREVIOUSLY
PIXXON AI · SPOTFORGE · BANDVALLEY
BUILDING
THE ENGINEERING
03ADVISORS
The voices we check ourselves against.
Decades inside the industry, in the room while we build.
ADVISOR · BUY SIDE STRATEGY
Jack Sullivan
The buy side of OOH, at its highest level — for more than three decades. There are very few people who have shaped this industry more.
Jack's career is the kind that defines an industry. He started at Leo Burnett in the media department that became Starcom, rose to Senior Vice President overseeing all OOH planning and buying, and spent more than two decades running a team that managed an average of $200 million annually in OOH investment — across traditional, transit, digital, and experiential — for brands including McDonald's, Disney, GM, Bank of America, Samsung, and Visa.
He served more than 20 years on the board of the Traffic Audit Bureau (now Geopath), including two consecutive terms as Chairman — the body that underpins how the entire industry measures itself. He has served on the advisory board of the DPAA, on the board of the Digital Signage Federation, and as an advisor or board member to several other OOH media companies. His contributions have been recognized with two MediaWeek Media All-Star Awards, the L. Ray Vahue Award of Merit, and induction into the OAAA Hall of Fame.
For doohthis, Jack advises on how to optimise the platform for maximum impact with the buyers — the brands and agencies that allocate OOH budgets. Nobody understands what they need, how they evaluate, and what moves them to invest more than someone who spent three decades on that side of the table.
PREVIOUSLY
STARCOM · SVP OOH
INDUSTRY
30+ YEARS · BUY SIDE
RECOGNITION
OAAA HALL OF FAME
ADVISOR · SELL SIDE STRATEGY
Jonathan "JG" Graviss
Thirty years on the sell side of OOH. Building sales teams, driving revenue growth, and raising the bar on how this industry sells.
JG has spent thirty years on the sell side of out-of-home — not watching it from the outside, but running it from within. Across Adams Outdoor, Clear Channel, Lamar, and eleven other operators, he has built and led sales teams, opened new markets, and driven sustained revenue growth at every level of the org chart: rep, manager, VP, and GM.
His career has been defined by a relentless focus on what actually moves revenue — better prospecting systems, tighter sales processes, stronger account management, and a culture of accountability on the floor. He has introduced sales technology, built high-performing teams from the ground up, and implemented the kind of best practices that turn good reps into great ones and stagnant books into growing ones.
Today, JG brings that same sell-side discipline to independent operators — helping them build the revenue infrastructure, sales systems, and team capabilities that the largest companies in OOH have always had. For doohthis, he is the practitioner voice that keeps the product honest: built for the people actually selling boards, not just managing them.