Being the leading out-of-home media service provider with most diversified portfolio of media types and nationwide coverage spanning cross Bangkok and upcountry, Plan B Media Public Company Limited offers a wide variety of advertising media platforms through innovation and technology as well as provides media maintenance services that meet international standards, addressing the needs of brand owners in reaching target customers effectively.
The Company has been in active pursuit of extensive content development to serve the needs of brand and product owners in all dimensions as well as appealing marketing planning consultation and creation of interesting content.
The Company’s out-of-home media business can be classified into 6 key categories as follow
Apart from expanding and developing the out-of-home media channels, the Company is committed to diversifying media portfolio through engagement marketing business by deploying 3 types of quality content, namely sports marketing, artist management, and esports & gaming. These 3 types of content have different target groups and help engage consumers and product and service brands in different ways. Not only the engagement marketing business will generate revenue for the Company, but this new business also enables other types of out-of-home media to enjoy higher utilization rates. This builds on existing out-of-home media business and allows the Company to be able to reach customers through a broader range of channels. Sports Marketing.
Transit media can be further classified into 2 types which are
Advertising media outside buses:
With its expertise of over 15 years in business, the Company has become a leader in providing media services outside and inside fixed route buses which is considered the first media type the Company pioneered since its establishment which brought reputation and awareness to the Company. At present, the Company provides advertising media services on over 2,500 buses from concessions granted by the Bangkok Mass Transit Authority (BMTA) and management rights from other private bus companies under joint service contracts. As a result, the Company has the most extensive coverage of more than 109 routes across Bangkok.
There are 2 main types of advertising media inside the fixed route buses
- Advertising media outside buses: This type of media is similar to moving billboards that are popular in raising brand awareness and recognition as the media approach to consumers directly. This media format can meet different objectives of customers according to their different PR purposes available in forms of full wrap and half wrap that effectively promote brand awareness as well as innovative 2D or 3D mock-ups that emphasize media creativity. In 2017, the Company introduced a new innovation with LED lighting technique that allows special tactics to advertising media that enhance brand value and awareness and better attract consumers.
- Advertising media inside buses: This type of media is positioned close to bus passengers throughout their trips as various media formats are placed both inside and outside the buses such as behind passenger seats, around door areas, on the spaces near the ceiling over passenger seats as well as LCD screens that meet all lines of sight of passengers.
Advertising Media in MRT system:
Plan B continuously develops advertising media offered in the MRT system to support growth in the number of passengers as Plan B realized the positive growth outlook from the route expansion plan of the MRT. In 2020 alone, another 10 stations were opened for service to further connect inner Bangkok to outer Bangkok including the vicinities. The Company has been offering a variety of media comprising digital displays for passengers both inside and outside the trains (Passenger Information Display: PIDs), signs on the glass walls between platforms and tracks (Platform Screen Door: PSD), digital media inside the stations (Digital @MRT)
Plan B offers classic media that are diverse in formats, sizes and locations. These classic media with appealing formats and content were installed around important landmarks of Bangkok as well as areas with high traffic volume or high population density such as on pavements, on major roads, on expressways, outside major buildings in central business districts and communities. Not only that these classic media are noticeable and can be seen multiple times, but their unique presentation formats also differentiate them from those from other providers so that the media can catch attention, create awareness and promote accessibility effectively. Moreover, the Company also expanded its classic media in other major provinces outside Bangkok to support rising number of population and tourists through its 854 billboards nationwide as well as network billboards of street furniture focusing on key provinces which are economic and tourism centers. This is to promote better reach to strategic locations in Thailand.
Recently, Plan B teamed up with the Traffic and Transport Department of Bangkok to modernize over 700 bus shelters in order to resolve a major problem of uninformed passengers about bus arrivals. The new smart bus shelters will be equipped with a security system through CCTV, mobile charging stations and free Wi-Fi that will accommodate people waiting at the stops. At each smart bus shelter, advertising media are installed in the spots appealing to bus riders who are waiting at the shelters which will help promote brand awareness in an effective and inclusive manner.
Digital media recorded the highest growth among all media given its unique displays using modern technology to present a variety of exquisite formats different from other media. Furthermore, the media are equipped with selective display control systems that enable flexibility, speed and safety. This can quickly address changes in marketing campaigns in timely manner and satisfy brand owners in building brand awareness and recognition. Moreover, selection of locations to install media is done properly to be diverse and inclusive of landmarks such as central business districts (CBD), leading department stores and economic zones or areas with high density of population in 58 provinces across Thailand. This created a media network footprint of 3,623 digital displays nationwide. Not only the Company provides innovative digital media but also realizes the benefits of these media for public interest. These digital media such as Intelligence Traffic Sign were deployed to uplift quality of urban living and mitigate traffic issues for Bangkok residents leveraging on Accident Report System and CCTV cameras to enhance effectiveness of traffic reporting.
Advertising Media in Malls (Luxury Media)
Retail media has the ability to reach a large number of target customers with purchasing power. These media help marketers boost sales and emphasize brand recognition as they help influence consumers to make purchase decisions. The Company is committed to developing retail media in leading department stores by offering a full range of media services inside and outside buildings using either classic media or digital media with different displays and presentation technologies that interact effectively with consumers. Currently, retail media are available in various venues including Mega Bangna Shopping Center, Siam Center, Siam Paragon, Emporium, EmQuartier, ICONSIAM and shopping malls operated by Central Group.
Thanks to appealing and various display formats and strategic locations inside and outside department stores covering city centers and suburbs, the Company’s retail media are able to reach different customer groups, promote brand awareness and address the needs of brand and product owners properly and comprehensively.
Advertising Media Inside Supermarkets and Convenient Stores (In-Store Media)
In-store media inside supermarkets are one of the essential tools for marketers for enhancing marketing communication between stores and their customers. These media help enhance brand loyalty in the long run as well as boost sales instantly as they promote buying decisions when consumers see the media inside supermarkets or convenient stores. Furthermore, the Company adopted new technologies in displaying trendy formats of in-store media to enhance effectiveness of customer communication through better access for consumers to brands and content including sales promotions in a timely and effective manner.
At present, the Company offers these media services in supermarkets and convenient stores such as BigC Supercenter as well as 7-Eleven across the country with 7,544 screens installed in entrance areas, supermarket hall areas and censor areas at entrance/exit of supermarkets across the country where these media can effectively reach target audiences. In 2020, the Company managed to expand its media into convenient stores of over 1,000 7-Eleven branches in Bangkok and upcountry by placing digital screens over the beverage freezers , top of frozen food shelves and top of snack shelves which are easily noticeable to target audiences.
The Company continues to expand its media business to support target customers for all modes of their transportation including airport media as cheaper air fares encourage consumers to choose air travel over land travel such as public buses. At present, the Company made its airport media services available in 23 airports nationwide covering all potential and eye-catching areas of the airports including entrance and exit areas, media on trolleys and baggage so as to reach all groups of airport users.
Online media undoubtedly have strong growth potential as they play increasing roles in people’s lives thanks to smartphone prevalence as is the main communication device for everyday lives. People can go online and login their online banking via smartphones as well as send information or documents via email through this channel. Therefore, online media are considered an alternative media format that allows instant adjustments in content to carter to extensive consumer base of all ages, genders and locations. This is the reason why more and more people are choosing online media thanks to their functionalities that satisfy brand owners including measurability and integration with lives of consumers.
Changing consumer behavior led to increasing roles of internet in our day-to-day lives as well as changes in consumer perception of media. To meet consumer demand for online media, the Company enhanced its strength in services for public buses through collaboration with Via Group (Thailand) Co., Ltd. to develop an application “ViaBus” to navigate and track locations of public buses accurately real-time to solve problems and help over 4 million bus riders in Bangkok plan their travels every day. Besides, the Company launched a service package “Geofence” that combines out-of-home media and online media to serve the needs of modern consumers to be able to communicate effectively in depth and breadth.
The Company takes pride in being an official agency of the Football Association of Thailand (FAT) under Patronage of His Majesty the King and Thai League Co., Ltd. to manage their commercial rights. With its long experience in managing various media and its extensive customer base for multiple products and services, the Company is able to generate commercial revenues and expand business from being the right management agency through sports marketing media that reach broader groups of new consumers and enhance brand awareness and loyalty. Note that there are 4 kinds of commercial rights of the FAT that the Company mnages which are
- Rights to seek sponsorship to support football matches and other activities organized by FAT and Thai League Co., Ltd.
- Rights to distribute content owned by FAT and Thai League Co., Ltd. to seek revenue through publications, radio media, TV media, electronic media, wireless media and other telecommunication media domestically and internationally.
- Rights to sourcing revenue from live-broadcasting and rerun tape of all football matches.
- Rights to manufacture and distribute merchandise of FAT and Thai League Co., Ltd.
Not only that the Company manages commercial rights of Football Association of Thailand (FAT) and Thai League Co., Ltd., but also creates social network through multiple channels to promote Thai football so that Thais can support Thai football to step up and compete at international level. People can closely follow news updates and activities via Plan B’s online channels as well promotional booths in events and exhibitions before tournament and competition. Additionally, quality content is consistently promoted through Plan B’s out-of-home media with the reach of over 80% of population in Bangkok.
In 2021, the Company also won another bidding to be the exclusive and official agency to manage rights of the Football Association of Thailand. Through this contract, the Company is responsible for acquiring sponsorships for the national competition, professional league competition and other related football activities for 8 years from 2021-2028 to promote the development of national football.
In addition, the Company made an investment in Raceup Work Company Limited. in 2020 to expand its engagement marketing especially for sports marketing business in the long run with stability. Raceup Work Company Limited is an event organizer specializing in sports activities and marathon in aesthetic routes across Thailand who is certified by the International Association of Athletics Federations (IAAF).
The Company expanded its music marketing business into artist management leveraging on its quality content to build engagement between product brands and customers. Through artist management, higher level of engagement between target groups and artists can be achieved. In 2020, the Company managed to grow its artist management to cover higher variety of customers regardless of their preference, gender and age. More content has been added beyond BNK48 idol group with strong fan base. The Company currently owns the following content:
- Idol management with BNK48 and CGM48
- Talent & influencer management with The Brother (male idol) and the Ska (an influencer with the highest number of online followers)
Note that the Company’s revenue from artist management is derived mainly from 3 channels per following
- Merchandising & Events
- Sponsorship & Endorsement
- Contents & Multichanne
The Company regarded artist management as a high potential business that not only delivers revenue to the Company but also increases utilization rate to a higher level from employing out-of-home media the Company owns. This is enabled through technology, innovation and quality content that help enhance engagement between target groups and artists.
Apart from sports marketing and engagement marketing, esports and gaming are considered an essential addition to engagement marketing that caters to demands of more diverse groups of consumers. The Company organizes an esports tournament under “Thai E-League Pro” which is the first official esports competition in Thailand under collaboration with Football Association of Thailand and Konami, a leading game developer from Japan. In 2020, the Company hosted a tournament under GSB E-Cup for participants to compete for the King’s Cup. Besides organizing tournaments, the Company saw the potential of online gaming business and put efforts in understanding this business thoroughly to be able to produce game publishing to further reach customers of all ages. The Company also has a plan to promote online gaming content on its effective advertising media.