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Strictly Private & Confidential Airport BB Size MRT CREATING COMMUNICATION CHANNELS OF CHOICE FOR ASEAN 0 Strictly Private

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SLIDE 1 Strictly Private & Confidential

CREATING COMMUNICATION CHANNELS OF CHOICE FOR ASEAN

เพิ่มสื่อ BB Size ใหญ่

แก ้ สื่อ Airport ให ้ ชัด

เพิ่มสื่อ MRT

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SLIDE 2 Strictly Private & Confidential 1

Dis Disclaim imer

The information contained in our presentation is intended solely for your personal reference only. Investment involves risk. Prospective should understand the characteristics of Securities and study information about Plan B Media Public Company Limited (“Plan B” or the “Company”) before making a decision to invest in Securities. This Presentation is not intended to provide the basis for any investment decision, nor to substitute your own analysis and investigation, and should not be considered as a recommendation to any recipient of this

  • Presentation. Some statements made in this presentation are forward-looking statements, which are subject to

various risks and uncertainties. These include statements with respect to the Company’s corporate plans, strategies and beliefs and other statement that are not historical facts. These statement can be identified by the use of forward-looking terminology such as “may”, “will”, “expect” , “intend”, “estimate”, “continue”, “plan” or

  • ther similar words.

The statements are based on the assumptions and beliefs of the Company’s management in light of the information currently available to the Company. These assumptions involve risks and uncertainties which may cause the actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Nothing in this Presentation is, or should be, relied on as promise or representation of the Company as to the future.

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SLIDE 3 Strictly Private & Confidential 2

Key ey Dis iscussio ion Ag Agendas

OOH Trend

  • n Integrated

Media Solution Business Strategy The Engagement Marketing Financial Highlights Q&A

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SLIDE 4 Strictly Private & Confidential 3 2,000 buses 18 MRT Stations 19 MRT trains Over 1,400 signs Over 400 screens Nationwide Over 300 screens At leading stores 31 airports Nationwide BNK 48 Thai E-League Pro PES2019 Thai League Thai National Team
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SLIDE 5

OOH Trend on Integrated Media Solution

01

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SLIDE 6 Strictly Private & Confidential

Shifting in consumer beh ehavior driving Mass migration

  • f

f med edia budget

9,382 8,084 84,511 11,707 9,150 70,994 13,215 12,402 65,786
  • 11.8%

+18.7% +23.9%

Out-Of-Home- Media TV Online 2017 2016 2015 Unit: THB mn.

MASS MIGRATION

  • f TV budget towards Online

and OOH

Key trends for global media

Global ad spending share of TV to drop below 35%* in 2018, while expecting global

  • nline+OOH share to reach 63% in 2020.

TV ad spend2017 in Thailand still above 65% with expectation to drastically drop follows global trend. Strength of Media Threat/Weakness

Credibility of data and measurement Nationwide coverage Real and impactful presence Unskippable advertising Fraud KPIs Technology shift to
  • n-demand consumption
Lack of actual measurement Oversupply of free-to-air Acceptance towards Nielsen rating

Merging data from mobile and OOH

enable brand to effectively plan, execute and evaluate campaigns while still deliver breadth impression of OOH

Leading digital brands increasing allocation on OOH, 25% of top 100

spenders in OOH are tech companies

. Source: The Nielsen Company . Source: *MAGNA/IPG-www.magnaglobal.com **KANTAR % of Ad spend in OOH from digital brands 2017** 70% 26% 18% 11% 70% 70% 65% 6.6% 8.5% 12% 7.6% 11% 13% Penetration Rate 5 *Online Media Advertising spend from Media Agency Associate of Thailand
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SLIDE 7 Strictly Private & Confidential

Digi igital co companies are e rel elying

  • n
  • oh

advertising , , some have in invested in in OOH business

OOH campaign as a key part of online marketing strategy and driving immediate short-term action.

Acquired 11.62% of Focus Media, OOH operators with footprint across 300 Chinese cities Invested USD 150 mil. in OOH business to showcase their campaigns Invested and developed programmatic ad technology for targeted advertising on billboards

Shareholding structure Overview business

Strong use of OOH media to drive active users Digital companies invested in OOH business and related technologies

6
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SLIDE 8 Strictly Private & Confidential

Growing demand to

  • use

e big g da data anal ytic Fo For superior audience attention

Public Information Audience Recognition Technology Location & Big Data Intelligence

  • No. of eyeballs

per package Early Stage

Online footprint To learn insights from behavior and browsing history Registered profile with mobile application Location data in physical world to learn insights from place of visit

Learn and match the right media

with desired target audiences

Evaluate actual performance

To measure ROI and learn more about the audiences 2013-2016 2017-2018 2019 towards

Advance Stage

Ability to look at population detail , demographic and lifestyle 7
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SLIDE 9 Strictly Private & Confidential

+

x

Fo For ex example, Plan b is Levera raging strength of

  • f OOH and Online

MEASURABILITY IMPACT

ONE STOP

MEDIA SOLUTION

Direct to audiences with Geo-Fencing Technology

+ =

Out of Home Media Online Media

Creating Hypertargeting Tool

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SLIDE 10

02

Business Strategy

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SLIDE 11 Strictly Private & Confidential

Our strategy tow

  • wards

5 5 BN revenue in 2020

2,026 3,025 3,940 4,345 2018 2017 2016 4,700-4,800 2014 2015 2019 2020 5,800-6,500 +23.6% CAGR +10-15% Growth Per year Step-out Opportunities: Seek step-out channel to add to portfolio to leapfrog growth Adjacencies Media: Exploring opportunities in adjacencies media to enhance integration

Plan B Long-term Growth Strategy

Core Media: Building diversified OOH media network and expanding to new territories

1 2 3

* Estimated CAPEX as of 30 Aug 18 Source: Plan B Media PCL Analysis 1,465 2,170 2,445 3,007 2018 2019 10% 2016 2014 90% 2020 2015

5,000

2017 +27% CAGR +19% CAGR

To continue expand media capacity… …with an aim to achieve revenue of THB 5 bil. in 2020 Discipline in organic CAPEX plan

  • f 500-800 mil./year
375 312 619 308 800 157 70 64 600 1,400 2014 2015 2016 2019 2017 2018 2020 469 689 372 Inorganic Organic Unit: THB mn. Unit: THB mn. Unit: THB mn. 10 Adjacencies Media Core Media 10
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SLIDE 12 Strictly Private & Confidential

New Landmark

“Central World Connect” to be launch in Jun 2018 with media capacity THB 240 mil./year

New Landmark

“Central World Connect” Launched in Jun 2018 with media with media capacity THB 240 mil./year

Strengthen

Leading Position in

DOOH

with the new landmark

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SLIDE 13 Strictly Private & Confidential

Intensify

DOOH

in Bangkok with strategic locations

Bangkok Jam

50 locations of Digital OOH network on heavy traffic roads of Bangkok Plus Intelligent traffic report system and Estimated travel time functions

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SLIDE 14

50 SUPER PRIME LOCATIONS

BETTER EXPERIENCE WITH TRAFFIC REPORT

DOOH NETWORK COVERAGE MAJOR ROADS IN INNER BANGKOK WITH HEAVY TRAFFIC

FOCUSING 11 DISTRICTS OF INNER BANGKOK

Accident report

for drivers to avoid the routes affected from accidents

Explore traffic status around

neighbourhood in real through CCTV camera

Highly visible Inner Bangkok Can’t skipped or turned off High traffic guarantee Long viewing time

Chatuchak Wang Thonglang Bangrak Pom Prap Sattru Phai Huai Khwang Wattana Ratchathewi Sathon Pathumwan Phayathai Khlong Toei

Real-time traffic report from collaboration between government sector and Plan B Media to contribute to society

Intelligent traffic sign

to display the overview of nearby traffic situation

Estimated travel time (ETA)

to intersection or attraction in the area
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SLIDE 15 Strictly Private & Confidential

La Largest Digital OOH net etwork

  • f

391 screens and s still growing

7 50 96 116 180 50 64 97 2018* 2016 2015 164 2017 308* 2019 2020

Shareholding structure Overview business

Plan B’s Bangkok Digital OOH network is the most intensified network in one city.. … and Plan B has been growing upcountry network to provide nationwide coverage

  • No. of upcountry digital OOH screens

and annual revenue

Source: Plan B Media 14

205 220 240 315 420 45 943 2017 1,231* 2015 1,121 2018 943 2016 2019 2020

  • No. of Bangkok digital OOH screens

and annual revenue

Note: *Forecasted revenue for 2018 with 75% U-rate

Revenue (THB mil.) Revenue (THB mil.)

Unit: No. of screens Unit: No. of screens
  • No. of screens
  • ffered by
Competitors 2018 66 screens diff
  • No. of screens
  • ffered by
Competitors 2018 230 screens diff
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SLIDE 16 Strictly Private & Confidential
  • pportunit

itie ies ac across media ia portfolio to to ac achie ieve ta target cap apacit ity gro rowth

700 741 673 700 1,106 1,261 1,222 1,167 1,107 1,567 1,910 2,260

60 315 10 21 73 294 241

4740**

238 7

5,800-6,500

85 225

2017 2018 2019 2020 3,940 3,025 4,345* 10%-15% growth Airport Classic Retail Online Digital Transit 2015 2016

Utilization Rate

59%* 73% 69%* 75%-78% 73-75%

. * Impact from mourning period in Oct16 and Oct17 ** Not included Sport Marketing business

Shareholding structure Overview business

Potential growth across portfolio in 2018-2020 leads to 10%-15% annual capacity increase

Blue line MRT extension To be completed in 2020 Secure 30 yrs MRT concession with 20% investment in BMN New street furniture concession in Bangkok 2H2018- 2020 Introduce integrated Smart City Solution Consolidate the market as small players struggling with low u-rate Complete our portfolio with newly launched shopping malls in Bangkok

OOH portfolio need to be equipped with enhanced marketing tools to raise u-rate beyond standard

Unit: THB mn. 15
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SLIDE 17

The Engagement Marketing

03

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SLIDE 18 Strictly Private & Confidential Awareness Convert to a royal repeat purchaser Create the desire for them to purchase again Persuade them to purchase

Demographic1/ Interest Locations2/

Purchase Record3/ Completing Big Data analytic tools to improve advertising efficiency

Moving bey eyond awareness to

  • en

engagement fo for bet etter conversion

  • Location of activities
  • Home
  • Leisure
  • Daily Journey
  • Music
  • Sport
  • Food
  • Travel
  • Gaming
  • Cartoon
  • Movie
  • Shopping
  • Age
  • Gender
  • Income level
  • Family member
  • Shop visit record
  • Source of payment
  • Repurchase history
Online store Physical store

$ +

GeOfence

Data

Scattered Data from Various 3rdparty data providers Utilize data to characterize OOH assets for effective planning strategy

Data provided by 3rd party 1/ Mobile applications 2/ Telco operators 3/ Payment channels Behavior Loyalty Emotional loyalty 17
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SLIDE 19

Introducing sport m marketing to to capture key y sport trends s since 2015 …

BROADCASTING RIGHTS AND ADVERTISEMENT
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SLIDE 20

…Adding BNK48 to to diversify engagement marketing contents

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SLIDE 21 Strictly Private & Confidential

Handshake x 12 events BNK merchandise General Election 2019

Source: BNK 20

With solid Revenue St Stream fro rom ac activities in 2019

Space Mission Concert

26 Jan 19, Impact Arena

BNK official mobile app.

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SLIDE 22

Enable pla lan B B to to raise utilization And

  • ffer

multiple platform media solution

Gain bigger share of wallet from marketing budget

Raise OOH utilization with bundling sponsorship + OOH packages Gateway for multi-platform communications

Add BNK pic and rev

Sport marketing Music marketing

Penetrate through other media platforms with powerful contents TV Improve awareness and reach with Online media

Online 21
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SLIDE 23 Strictly Private & Confidential

Financial Highlights

04

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SLIDE 24 Strictly Private & Confidential

Solid Revenue gro rowth with st strong financial performance

2,170 2,448 3,016 2,221 2,883 9M17 2017 2015 73% 58% 68% 69% 2016 73% 9M18 Utilization Rate Total revenue Current assets 2,202 PPE 1,853 526 1,005 Cash 1,416 18 4,152

5,586 5,586

Current liabilities Equity Non-current liabilities As of 30 Sep 18
  • Deliver high revenue growth driven by
continuous investment in organic activities
  • Revenue 2018 is on track for THB3,500
  • mil. Target (OOH media business +
Sport Marketing) Other Non-current assets

Revenue continued to grow despite media interruption Opportunities to improve net profit margin as new media ramping up Healthy Balance Sheet, ready for future expansion

Unit: THB mn.
  • Net profit margin dropped due to
increasing cost from new investments and low utilization rate from mourning period in 2016 and 2017
  • Expecting net profit margin 2018 to
rebound above 18% Unit: THB mn. Unit: THB mn. Source: Plan B Media *Net Profit Margin not included BNK48 business 23 Loss 2 months of revenue per year in 2016 and 2017 Improving u-rate from recovering economy 400 351 462 372 469 14.3% 18.4% 2015 16.7% 2016 9M17 15.3% 2017 16.8%* 9M18 +7.4% Net profit margin Net profit
  • Healthy balance sheet, low D/E ratio
  • f 0.35 times – Room to raise debt for
future organic and M&A activities Mourning period in Oct 2016 and Oct 2017
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SLIDE 25 Strictly Private & Confidential 1,383 1,469 2,170 2,448 3,016 2015 2013 2014 2016 2017 +21.5% Revenue 498 618 894 870 1,014 36.0% 2013 35.5% 2014 42.1% 2015 41.2% 2016 33.6% 2017 19.5% EBITDA margin EBITDA 167 207 400 351 462 14.1% 12.0% 2013 2014 18.4% 2016 2015 14.3% 15.3% 2017 +29.0% Net profit margin Net profit 599 527 822 809 1,049 43.3% 33.0% 37.9% 2013 2015 35.9% 2014 2017 2016 34.8% +15.0% Gross profit margin Gross profit
  • Solid revenue growth from increasing diversified

media capacity

  • Low utilization rate in 2016 and 2017 as impact

from mourning period, expecting to rebound above 75% in 2018

  • Gross profit margin dropped from low utilization

rate in 2016-2017

  • Expecting gross profit margin level to be over

38% from improving utilization and high margin business, engagement marketing

  • High growth of net profit through all disruptions
  • Potential to improve margin with high utilization

rate and high margin of engagement marketing business

  • To achieve EBITA margin rate of 38-40% after

been through media interruption

71.8% 89.5% 73.2% 57.6% 68.5% Utilization rate

Pro roven b by y high s sustainable 5-yr gro rowth

Revenue / U-rate

Gross Profit Margin

EBITDA Margin Net Profit Margin

Unit: THB mn. Unit: THB mn. Source: Plan B Media Unit: THB mn. Unit: THB mn. 24
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SLIDE 26 Strictly Private & Confidential

Q&A

05

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SLIDE 27