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CREATING COMMUNICATION CHANNELS OF CHOICE FOR ASEAN

เพิม่สือ่ BB Size ใหญ่แกส้ือ่ Airport ใหช้ดั เพิม่สือ่ MRT


1

Disclaimer

The information contained in our presentation is intended solely for your personal reference only. Investment

involves risk. Prospective should understand the characteristics of Securities and study information about Plan B

Media Public Company Limited (“Plan B” or the “Company”) before making a decision to invest in Securities.

This Presentation is not intended to provide the basis for any investment decision, nor to substitute your own

analysis and investigation, and should not be considered as a recommendation to any recipient of this

Presentation. Some statements made in this presentation are forward-looking statements, which are subject to

various risks and uncertainties. These include statements with respect to the Company’s corporate plans,

strategies and beliefs and other statement that are not historical facts. These statement can be identified by the

use of forward-looking terminology such as “may”, “will”, “expect” , “intend”, “estimate”, “continue”, “plan” or

other similar words.

The statements are based on the assumptions and beliefs of the Company’s management in light of the

information currently available to the Company. These assumptions involve risks and uncertainties which may

cause the actual results, performance or achievements to be materially different from any future results,

performance or achievements expressed or implied by such forward-looking statements. Nothing in this

Presentation is, or should be, relied on as promise or representation of the Company as to the future.


2

Key Discussion Agendas

OOH Trend

on Integrated

Media Solution

Business

Strategy

The Engagement

Marketing

Financial Highlights Q&A


3

2,000 buses

18 MRT Stations

19 MRT trains Over 1,400 signs

Over 400 screens

Nationwide Over 300 screens

At leading stores

31 airports

Nationwide

BNK 48 Thai E-League Pro

PES2019

Thai League

Thai National Team

OOH Trend on

Integrated

Media

Solution

01


Shifting in consumer behavior driving

Mass migration of media budget

9,3828,084

84,511

11,7079,150

70,994

13,21512,402

65,786

-11.8%

+18.7%+23.9%

Out-Of-Home-Media

TV Online

201720162015Unit: THB mn.

MASS MIGRATION of TV budget towards Online

and OOH

Key trends for global media

Global ad spending share of TV to drop

below 35%* in 2018, while expecting global

online+OOH share to reach 63% in 2020.

TV ad spend2017 in Thailand still above 65% with

expectation to drastically drop follows global trend.

Strength of Media

Threat/Weakness

Credibility of data

and measurement

Nationwide

coverageReal and impactful

presence

Unskippable

advertising

Fraud KPIsTechnology shift to

on-demand consumptionLack of actual

measurement

Oversupply of free-to-air

Acceptance towards

Nielsen ratingMerging data from mobile and OOH enable brand to effectively plan, execute and evaluate campaigns while still deliver breadth impression of OOH

Leading digital brands increasing

allocation on OOH, 25% of top 100

spenders in OOH are tech companies

.

Source: The Nielsen Company

.

Source: *MAGNA/IPG-www.magnaglobal.com

**KANTAR

% of Ad spend in OOH from digital brands 2017**

70% 26% 18% 11%

70% 70% 65% 6.6% 8.5% 12% 7.6% 11% 13%

Pe

ne

tra

tio

n

Ra

te

5*Online Media Advertising spend from Media Agency Associate of Thailand


Digital companies are relying

on ooh advertising , some have invested in OOH business

OOH campaign as a key part of online marketing strategy

and driving immediate short-term action.

Acquired 11.62% of Focus Media, OOH operators with footprint across 300 Chinese cities

Invested USD 150 mil. in OOH business to showcase their campaigns

Invested and developed programmatic ad technology for targeted advertising on billboards

Shareholding structure Overview businessStrong use of OOH media

to drive active usersDigital companies invested in OOH

business and related technologies

6


Growing demand to use big data analytic

For superior audience attention

Public Information

Audience Recognition Technology

Location & Big Data Intelligence

No. of eyeballsper package

Early Stage

Online footprint

To learn insights from behavior

and browsing history

Registered profile

with mobile application

Location data in physical world to learn insights from place of visit

Learn and match the right media

with desired target audiences

Evaluate actual performance To measure ROI and learn more

about the audiences

2013-2016

2017-2018

2019 towards

Advance StageAbility to look at populationdetail , demographic and lifestyle

7


+

x

For example, Plan b is Leveraging

strength of OOH and Online

MEASURABILITYIMPACT

ONE STOP MEDIA SOLUTION

Direct to audiences with

Geo-Fencing Technology

+ =

Out of Home Media Online Media

CreatingHypertargeting Tool

02Business

Strategy


Our strategy towards 5 BN revenue in 2020

2,026

3,025

3,9404,345

201820172016

4,700-4,800

2014 2015 2019 2020

5,800-6,500+23.6% CAGR

+10-15%GrowthPer year

Step-out Opportunities: Seek step-out channel

to add to portfolio to leapfrog growth

Adjacencies Media: Exploring opportunities in

adjacencies media to enhance integration

Plan B

Long-term Growth Strategy

Core Media: Building diversified OOH media

network and expanding to new territories1

2

3

* Estimated CAPEX as of 30 Aug 18

Source: Plan B Media PCL Analysis

1,4652,170 2,445

3,007

2018 2019

10%

20162014

90%

20202015

5,000

2017

+27% CAGR

+19% CAGR

To continue expandmedia capacity…

…with an aim to achieve revenue of THB 5 bil. in 2020

Discipline in organic CAPEX plan of 500-800 mil./year

375 312619

308800

15770

64600

1,400

2014 2015 2016 20192017 2018 2020

469689

372

Inorganic OrganicUnit: THB mn. Unit: THB mn. Unit: THB mn.

10

Adjacencies Media

Core Media

10


New Landmark “Central World Connect” to be launch in Jun 2018 with media capacity THB 240 mil./year

New Landmark “Central World Connect”

Launched in Jun 2018 with media with media capacity

THB 240 mil./yearStrengthen

Leading

Position in

DOOHwith the new landmark


Intensify

DOOHin Bangkok with

strategic locations

Bangkok Jam50 locations of Digital OOH network on heavy traffic roads of BangkokPlus Intelligent traffic report system and Estimated travel time functions

50 SUPER PRIME LOCATIONS BETTER EXPERIENCE WITH TRAFFIC REPORT

DOOH NETWORK COVERAGE MAJOR ROADS IN INNER BANGKOK WITH HEAVY TRAFFIC

FOCUSING 11 DISTRICTS

OF INNER BANGKOK

Accident report for drivers to avoid the routes affected

from accidents

Explore traffic status around neighbourhood in real through CCTV

camera

Highly visible

Inner Bangkok

Can’t skipped or turned off

High traffic guarantee

Long viewing time

Chatuchak

Wang Thonglang

Bangrak

Pom Prap Sattru Phai

Huai Khwang

Wattana

Ratchathewi

Sathon

Pathumwan

Phayathai

Khlong Toei

Real-time traffic report from

collaboration between government

sector and Plan B Media to contribute

to society

Intelligent traffic sign to display the overview of nearby traffic situation

Estimated travel time (ETA) to intersection or attraction in the

area


Largest Digital OOH network

of 391 screens and still growing

7

50

96116

180

5064

97

2018*20162015

164

2017

308*

2019 2020

Shareholding structure Overview businessPlan B’s Bangkok Digital OOH network is

the most intensified network in one city..… and Plan B has been growing upcountry

network to provide nationwide coverage

No. of upcountry digital OOH screensand annual revenue

Source: Plan B Media14

205 220240

315

420

45

943

2017

1,231*

2015

1,121

2018

943

2016 2019 2020

No. of Bangkok digital OOH screensand annual revenue

Note: *Forecasted revenue for 2018 with 75% U-rate

Revenue(THB mil.)

Revenue(THB mil.) Unit: No. of screensUnit: No. of screens

No. of screens

offered by

Competitors

2018

66

screens

diff

No. of screens

offered by

Competitors

2018

230

screens

diff


opportunities across media portfolio

to achieve target capacity growth

700 741 673 700

1,106 1,261 1,222 1,167

1,1071,567 1,910 2,260

60

31510

21

73

294241

4740**

238

7

5,800-6,500

85

225

2017 2018 2019 2020

3,940

3,025

4,345*

10%-15% growth

Airport ClassicRetail

Online Digital Transit

2015 2016U

tiliz

atio

n R

ate

59%*

73%

69%*

75%-78%73-75%

.

* Impact from mourning period in Oct16 and Oct17

** Not included Sport Marketing business

Shareholding structureOverview businessPotential growth across portfolio in 2018-2020 leads

to 10%-15% annual capacity increase

Blue line MRT extension

To be completed in 2020

Secure 30 yrs MRT

concession with 20%

investment in BMN

New street furniture

concession in Bangkok

2H2018- 2020

Introduce integrated

Smart City Solution

Consolidate

the market as

small players

struggling with

low u-rate

Complete our

portfolio with

newly launched

shopping malls

in Bangkok

OOH portfolio need to be equipped with enhanced marketing tools to raise u-rate beyond standard

Unit: THB mn.

15

The

Engagement

Marketing

03


Aw

ar

en

es

s

Convert to a royal repeat

purchaser

Create the desire for them

to purchase again

Persuade them to

purchase

Demographic1/

Interest

Locations2/

Purchase Record 3/

Completing Big Data analytic tools to improve advertising efficiency

Moving beyond awareness

to engagement for better conversion

• Location of activities• Home• Leisure

• Daily Journey

• Music• Sport• Food• Travel

• Gaming• Cartoon• Movie• Shopping

• Age• Gender• Income level• Family member

• Shop visit record• Source of payment• Repurchase history

Onlinestore

Physical

store

$ +

GeOfence

Data

Scattered

Data from

Various

3rdparty

data providers

Utilize data to characterize OOH assets

for effective planning strategy

Data provided by 3rd party1/ Mobile applications 2/ Telco operators3/ Payment channels

Be

ha

vio

r

Lo

ya

lt

y

Em

ot

ion

al

lo

ya

lt

y

17

Introducing sport marketing

to capture key sport trends since 2015 …

BROADCASTING RIGHTS AND ADVERTISEMENT

…Adding BNK48 to diversify engagement marketing contents


Handshake x 12 events BNK merchandiseGeneral Election 2019

Source: BNK

20

With solid Revenue Stream from activities in 2019

Space Mission Concert26 Jan 19, Impact Arena BNK official mobile app.

Enable plan B to raise utilization

And offer multiple platform media solution

Gain bigger share of wallet from marketing budget

Raise OOH utilization with bundling

sponsorship + OOH packages

Gateway for

multi-platform communications

Add BNK pic and revS

po

rt

ma

rk

et

ing

Mu

sic

ma

rk

et

ing

Penetrate through other media platforms with powerful contents

TV

Improve awareness and reach with Online media

Online

21


Financial

Highlights

04


Solid Revenue growth

with strong financial performance

2,170 2,4483,016

2,2212,883

9M1720172015

73%58%

68%69%

2016

73%

9M18

Utilization Rate

Total revenue

Current

assets

2,202PPE

1,853

526

1,005

Cash1,416

18

4,152

5,586 5,586

Current liabilities

Equity

Non-current liabilities

As of 30 Sep 18

• Deliver high revenue growth driven by

continuous investment in organic

activities

• Revenue 2018 is on track for THB3,500

mil. Target (OOH media business + Sport Marketing)

Other

Non-current

assets

Revenue continued to grow despite media interruption

Opportunities to improve net profit margin as new media ramping up

Healthy Balance Sheet, ready for future expansion

Unit: THB mn.

• Net profit margin dropped due to

increasing cost from new investments

and low utilization rate from mourning

period in 2016 and 2017• Expecting net profit margin 2018 to

rebound above 18%

Unit: THB mn. Unit: THB mn.

Source: Plan B Media*Net Profit Margin not included BNK48 business

23

Loss 2 months of revenue per year in 2016 and 2017

Improving u-rate from recovering

economy

400 351 462 372 469

14.3%18.4%

2015

16.7%

2016 9M17

15.3%

2017

16.8%*

9M18

+7.4%

Net profit margin

Net profit

• Healthy balance sheet, low D/E ratio of 0.35 times – Room to raise debt for

future organic and M&A activities

Mourning period in Oct 2016 and

Oct 2017


1,383 1,469 2,170 2,448 3,016

20152013 2014 2016 2017

+21.5%

Revenue

498 618 894 870 1,014

36.0%

2013

35.5%

2014

42.1%

2015

41.2%

2016

33.6%

2017

19.5%

EBITDA margin

EBITDA

167 207 400 351 462

14.1%12.0%

2013 2014

18.4%

20162015

14.3% 15.3%

2017

+29.0%

Net profit margin

Net profit

599 527 822 809 1,049

43.3%33.0%37.9%

2013 2015

35.9%

2014 20172016

34.8%

+15.0%

Gross profit margin

Gross profit

• Solid revenue growth from increasing diversified

media capacity

• Low utilization rate in 2016 and 2017 as impact

from mourning period, expecting to rebound

above 75% in 2018

• Gross profit margin dropped from low utilization

rate in 2016-2017

• Expecting gross profit margin level to be over

38% from improving utilization and high margin

business, engagement marketing

• High growth of net profit through all disruptions

• Potential to improve margin with high utilization

rate and high margin of engagement

marketing business

• To achieve EBITA margin rate of 38-40% after

been through media interruption

71.8%

89.5%73.2%

57.6%68.5% Utilization rate

Proven by high sustainable 5-yr growth R

ev

en

ue

/ U

-r

at

eG

ro

ss

Pr

of

it M

ar

gin

EB

ITD

A

Ma

rg

inN

et

Pr

of

it M

ar

gin

Unit: THB mn.

Unit: THB mn.

Source: Plan B Media

Unit: THB mn.

Unit: THB mn.

24


Q&A

05

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