Master Ad looks to 20% revenue surge over last year
MASTER Ad, a provider of out-of-home advertising media, targets at least 20-per-cent growth in revenue from Bt622 million last year, mainly due to the expansion of its advertising network.
Chief executive officer Noppadon Tansalarak said his company was planning to increase its network both in Bangkok and upcountry. The aim is for coverage of 100,000 square metres, up from the current capacity of 80,000sqm nationwide. The expansion will be made through partners’ large billboards upcountry.
Of total out-of-home media space managed by the company, 75,000sqm consists of combined types of outdoor media and the remaining 5,000sqm is transit media.
Last year was not a good one for the ad-media business because of political chaos and a struggling economy. Master Ad did not escape, suffering a 14.15-per-cent decline in revenue to Bt622 million from Bt725 million in 2013. Of last year’s revenue, 88 per cent came from advertising-space management and the rest from event organising and other services.
The Bt3.99-billion out-of-home advertising-media segment, which consists of billboards, digital signage, transit displays, in-store displays, and street-bench adverts, is expected to be a growth engine for the overall Bt132-billion ad-media industry this year. The growth of out-of-home media is a result of urbanisation and the expansion of mass transit in Greater Bangkok.
An analyst at Maybank Kim Eng forecast that Master Ad would bring in more income after appointing VGI Global Media, a leading transit-media specialist, to manage its small outdoor media.
Apart from Master Ad, analysts at Bualuang Securities have forecast that Plan B Media, another leading out-of-home-media provider, will witness growth from new projects along the MRT’s new urban rail lines and new concessions in Bangkok. Meanwhile, KKTrade Securities has forecast that Plan B will bring in about Bt1.95 billion in revenue this year.