Thai outdoor media firm Master Ad acquires 50% of Hello LED for $64.6m

Thai out-of-home media provider Master Ad Plc (Maco) has agreed to acquire a 50 per cent stake in Hello LED for 1.95 billion baht ($64.6 million) in an attempt to become the country’s largest outdoor advertising network.

Hello LED has been in business for over 15 years, providing billboards in Bangkok’s central business district and other provinces. The company has 134 large billboards and 74 digital billboards throughout Thailand.

The investment in Hello LED will help improve Maco’s economies of scale and allow it to become the largest owner of outdoor advertising media in the country, the company said in a statement.

To fund the investment, Maco has also proposed a private placement worth 1.55 billion baht to PLANB Media, which will see the latter own 19.96 per cent of Maco upon completion of the transaction.

The transactions are expected to complete by December 2019.

In addition, Maco and PLANB will work together as strategic partners in a 3.5 billion baht, five-year management contract, in which PLANB will be the sole distributor for Maco’s outdoor media and pay back 85-90 per cent of the revenue.

Both Maco and PLANB are backed by out-of-home media service provider VGI Public Company Limited. Indonesian media conglomerate Emtek is also a PLANB investor.

Driven by high urbanisation and traffic in Bangkok, out-of-home ad sales in Thailand are estimated to grow by another 7 per cent in 2019, according to a report by Magna Intelligence and Rapport. The report projected that media owners’ net advertising sales would reach 15.1 billion baht this year, excluding cinema.

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Following vacancies can be applied for (only in Singapore).   

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Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.