102 digital screens to find a home at Don Mueang

102 digital screens to find a home at Don Mueang

Digital screens provided by BrightSky Media display ads at a Don Mueang airport departure gate.
Digital screens provided by BrightSky Media display ads at a Don Mueang airport departure gate.

BrightSky Media Co has joined with Plan B Media Plc to spend 100 million baht installing 102 large digital screens at Don Mueang airport.

The two firms formed a 50:50 joint venture, Plan B BrightSky Media. BrightSky hopes to generate 200 million baht in revenue from the partnership with Plan B.

Veerawat Singhamany, chief executive of BrightSky Media, said the new media space will easily attract passengers and passers-by at the airport, making it a value-for-money advertising tool.

"The big digital screens are also considered a new advertising medium, offering two-way communications with consumers," he said.

BrightSky will handle the installation of the 102 screens at 28 points in front of boarding gates in Don Mueang's departure terminal, while Plan B is in charge of marketing activities.

Mr Veerawat expressed confidence that the joint venture will be successful.

"I believe the partnership with Plan B will enhance the team's capacity and increase our ad revenue at the airport by another 200 million baht this year," he said.

Mr Veerawat said the airport advertising segment in Thailand is valued at 600-700 million baht a year and is set to exceed 1 billion in the near-distant future.

Target customers are companies in the banking, telecommunications, insurance, automobile, cosmetics and airline industries. Recently, there has been growing interest from other companies, including those in the fast moving consumer goods, beverage and real estate businesses.

Apart from growing its business in Thailand, BrightSky is also seeking to expand into other Asean countries. It plans to establish its presence at airports in Myanmar and Vietnam by year-end.

The investment format will be either a joint venture with experienced out-of-home media companies or it will operate independently.

BrightSky has secured advertising concessions to operate media space at Don Mueang Airport and 21 other domestic airports.

The company plans to install more free WiFi connectors with its digital screens at airports. It further plans to launch a travel mobile application within 3-5 years to support its out-of-home media business.

Plan B chief executive officer Palin Lojanagosin said the intense competition among low-cost airlines over the past three years has significantly boosted passenger numbers.

He said airport media has become a new means of reaching target groups who have high purchasing power, including domestic and international travellers.

Plan B is also expanding in the Asean region to Indonesia, Malaysia, the Philippines and Vietnam to strengthen its OOH media business.

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