Thai Outdoor Advertiser Eyes Cambodia

Master Ad, Thailand’s largest outdoor advertising firm, will expand its media business in ASEAN, especially Cambodia, the Bangkok Post has reported. As well as Cambodia, the company is eyeing Laos and Vietnam after expanding into Malaysia last year, the Post quoted chairman Noppadol Tansalarak as saying. He would not say which country would be next for expansion, but said all three new markets had strong potential.

Malaysia will serve as the model for the next expansion in a strategy which focuses on forging partnerships with local and international companies. He did not give any figures on expected investment. Outdoor advertising, also known as Out-of-Home (OOH) advertising, targets the consumer when they are outside their home, including using billboards, advertising on public transport or in waiting rooms.

Mr. Noppadol said using local partners was a good strategy because of their experience and established relationships. He said the next expansion would be a joint venture. “Creating a partnership will benefit us in the long term because the OOH media industry is growing on a regional basis,” Mr. Noppadol said, adding that expansion in ASEAN is a form of risk management.

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