Plan B Media
Plan B Media (SET: PLANB) is Thailand's second-largest listed OOH, DOOH operator after VGI. Inventory mix skews toward airports, highway billboards, regional urban OOH, and sports-marketing assets (sponsorships, Muay Thai, football). Digital-signage network, programmatic-OOH capability are growth vectors. Strategic alliance with BTS Group brings cross-inventory exposure.
Snapshot
Headline numbers a buyer checks first.
Ticker
SET: PLANB
Listed 2014
Inventory skew
Airport, highway, regional
FY2024
Sports-marketing arm
Muay Thai, football
FY2024
What this company actually does
Plan B operates Thailand's #2 listed OOH, DOOH inventory: airport media, highway billboards, LED, regional urban OOH, and a sports-marketing, activation arm (Muay Thai sanctioning, football club, league sponsorship, events). Digital-signage, programmatic-OOH buying sit alongside static inventory. Revenue mix: media sales, sports-marketing, activation, production services.[]
Strategic position: differentiation from VGI (BTS, mall) is airport, highway, sports-marketing inventory. Strategic alliance with BTS Group creates cross-inventory collaboration. Programmatic-OOH, first-party audience data, live-events sponsorship are the growth levers. Competitive risk: regional OOH fragmentation, DOOH capex intensity.[, ]
Source-pack context
Plan B Media is linked to existing Insight report coverage through tracked source packs. The cited sources provide the current evidence trail for market context, regulatory exposure, operator positioning, or sector structure; exact numeric claims should still be checked against raw snapshots before being surfaced as headline metrics.[, , , ]
Deep operating read
Plan B is the scaled Thai OOH/DOOH operator positioned just behind VGI, with inventory across airports, highways, regional urban screens, and sports-marketing assets. The VGI management agreement is the strategic hinge: Plan B is set to manage and sell VGI advertising media assets in Thailand for roughly five years from May 2025 to December 2029. That converts Plan B from a large competitor into a central sales layer for a combined OOH network. Its own 2024 newsletter cites THB 7,269M OOH business revenue, THB 2,745M gross profit, and 75.6% advertising utilisation, giving the profile operating scale rather than just brand visibility.[, , ]
Execution watchpoints
Execution risk is integration and yield management, not simply inventory growth. If Plan B cannot price, package, and sell VGI transit/office/BTS media cleanly, the combined footprint can dilute rather than lift utilisation. MAAT and Nielsen ad-spend data should be watched for channel-mix pressure because OOH growth competes with digital and TV budgets. Programmatic DOOH partnerships can expand yield, but they also force Plan B to prove measurement, targeting, and campaign attribution standards.[, , , ]
Gold diligence read
Plan B Media has enough extracted source coverage to move from directional Silver context into Gold-level diligence framing. The strongest currently cached evidence set includes VGI ONE REPORT 2024/25 (Form 56-1 One Report); Plan B Media Investor Newsletter Vol 04/2024 (Out-of-home business THB 7,269M, +9.8% YoY); Marketing Oops! — Thai Marketing, Advertising Trade Press, giving the profile a concrete trail for market position, operating exposure, and source-backed verification. Treat the current Gold upgrade as diligence-grade narrative, not a licence to add new unsourced headline metrics; exact numbers should still map to the cited raw extracts before being promoted into metrics.[, , , , ]
The practical use of this profile is now counterparty screening: what the actor controls, where it is exposed in the report thesis, and which external signals would change the view. The cited source set should be reviewed before buyer-facing claims, especially where the company depends on regulation, route economics, commodity cycles, consumer demand, or listed-company disclosure cadence.[, , ]
Watchpoints
Related Market profiles
Peers, parents, partners, agencies, and other Advertising & Marketing Services actors.
Sources + data provenance
Every filing, filing-adjacent register, or trusted industry source cited in this profile.
VGI Global Media — SET: VGI 56-1 One Report
MAAT — Media Agencies Association of Thailand (Ad-Spend Monitor)
Publisher
Media Agencies Association of Thailand (MAAT)
Grade
Primary
As of
2026-03-31
| Source | Publisher | Grade | As of |
|---|---|---|---|
| VGI Global Media — SET: VGI 56-1 One Report | VGI Public Company Limited | Primary | 2025-06-30 |
| MAAT — Media Agencies Association of Thailand (Ad-Spend Monitor) | Media Agencies Association of Thailand (MAAT) | Primary | 2026-03-31 |
Reports featuring this profile
VGI Global Media: OOH and BTS Passenger Monetisation
5-year management agreement (1 May 2025 to 4 December 2029) sells VGI's BTS, office, column inventory; consideration THB 300-500M; VGI holds 23.3% (associate post-July 2025 follow-on).
Open report →
Sits alongside 5 other Atlas profilesThailand Advertising & Marketing Services Market Intelligence
Listed Thai OOH #2; airport, highway, sports-marketing.
Open report →
Sits alongside 3 other Atlas profiles