Out-of-home media including such a large advertising billboard are among core products of Maco. (Photo by Thanarak Khunton)

SET-listed Master Ad Plc (MACO), the country's largest out-of-home (OOH) advertising firm, will expand its media business in Asean after securing a presence in Malaysia last year.

The company aims to be the leader in OOH media in Asean by partnering with local and international media companies.

Chairman Noppadol Tansalarak said Cambodia, Laos, Malaysia and Vietnam had high potential and were worth large investments to build sustainable growth for Master Ad.

He would not reveal which country the company plans to invest in next but said Malaysia would be used a role model for new foreign investment.

Local partners would help improve Master Ad's OOH media because of their experience and relationships with customers. The next foreign expansion will be a joint venture, he said.

"Creating a partnership will benefit us in the long term because the OOH media industry grows on a regional basis," Mr Noppadol said, adding that expansion in Asean is a form of risk management for the company's sustainable business.

He said neighbouring countries presented massive opportunities for Master Ad's regional investment because of their relaxed regulations.

Master Ad is planning to expand into the international market, while it will enhance local business by using better technology to support digital and online OOH media systems that are growing day by day.

Mr Noppadol is confident that improved OOH media technology will build clients' brands despite the slowdown in the advertising industry.

The company is also expanding its ad space to 20,000 square metres to support massive billboards in Bangkok and major provinces and street furniture advertising in Bangkok this year. It projects its revenue will rise by 15% this year on the back of foreign and domestic expansion.

However, SET-listed VGI Global Media Plc, Thailand's largest transit media provider under BTS Group, clinched a deal last month to acquire an additional 12.46% stake in Master Ad for 412.5 million baht with the aim of developing OOH media to serve changing consumer behaviour.

The transaction is expected to be completed by the end of May pending approval from VGI's shareholders on May 30. After the purchase, VGI will hold a 37.42% stake in Master Ad, up from 24.96%.

MACO shares closed on Tuesday on the SET at 1.09 baht, unchanged, in trade worth 4.98 million baht.