• 
• 

Published on January 16, 2008

President and CEO Noppadon Tansalarak said yesterday that Master Ad was talking to a company to write the software, which would require a year and a half for full development. Initial investment is set at Bt5 million.

The application would reduce the time that billboards go unrented while gaining Master Ad partners with billboards in new locations. The company and other operators would have more opportunities to expose their products or services.

The IT solution would be used by Master Ad and sold to other out-of-home media operators on condition that they share their database and revenue from out-of-home media in their locations with Master Ad.

Two companies have already shown interest in the software package.

The new product could start with 10 local operators this year.

After gaining strong awareness and trust in the local market, the company will next year seriously approach operators in nearby countries and hope to eventually spread throughout Asia.

The company held discussions with operators in India and Vietnam about the business potential in international markets before starting the development.

Creating software for expansion throughout Asia is one of Master Ad's four key plans this year.

The first plan is to create more value in its existing out-of-home media channels, consisting of billboards and transit and in-store displays, through its special technology to maintain its current corporate customers and stimulate them to spend more.

The second plan is to add more locations nationwide. It has already set up 207 mini-billboards as a network in 69 provinces to serve advertisers who want a nationwide presence. The service has one client.

The third plan is to bid on concessions to run its out-of-home media in many locations. More concessions would be coming up for grabs than last year as many are expiring soon, Noppadon said. New projects generating new concessions are also expected.

Master Ad hopes the four plans will help it push revenue up 50 per cent to Bt700 million this year.

Advertisers seem to have more confidence than last year as the country is getting a new government, he said. The property, telecommunications, automobile and consumer-product industries should continue to be top spenders for out-of-home media this year, he added.

Nitida Asawanipont

The Nation