The Challenge
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AndBeyond.Media set out to create PubClub—a groundbreaking, invite-only community for publishers and content creators. However, this wasn’t just about launching another networking platform; it was about solving a specific set of challenges unique to emerging markets.
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First, language barriers posed a significant challenge, as publishers across Asia spoke multiple languages and operated in diverse local markets. There was no unified platform where these publishers could connect and collaborate. Additionally, the industry lacked a dedicated community for emerging markets. The ad tech strategies that worked in the US or Europe couldn’t simply be copy-pasted into these regions, as the needs, market dynamics, and content consumption patterns in emerging markets were vastly different.
03
Tailwind, who envisioned PubClub, recognized this gap and understood that publishers in these regions needed localized insights and strategies, specifically tailored to the challenges they faced. Without a dedicated platform, publishers were operating in silos, missing opportunities to share knowledge, collaborate, and collectively elevate the ad tech landscape in these regions. PubClub aimed to fill this critical void.
The Solution
1. Branding and positioning as a community IP
PubClub was envisioned as a space for leading publishers and content creators to come together and shape the future of the ad tech ecosystem. The goal was to make PubClub more than just a discussion forum; it would be a powerhouse of insights, exclusive events, and access to emerging trends in local and global markets.
2. Launching PubClub at the shifting gears roadshows
After months of careful planning and design, PubClub was officially introduced at the Shifting Gearsroadshows hosted across key cities like Jakarta, Bangkok, and Kuala Lumpur. These invite-only events gathered over 50 publishers and content creators, serving as the perfect launchpad for PubClub. The roadshows focused on ad tech trends, local market challenges, and innovation, with PubClub as the central piece for ongoing community engagement.
3. Ongoing thought leadership via webinars and events
After its launch, PubClub continued to foster engagement through a series of webinars and thought leadership events. These digital events brought together key voices in the industry to discuss pressing issues, share cutting-edge insights, and provide exclusive networking opportunities. Webinars featured discussions on emerging trends in ad tech, the future of content monetization, and data-driven strategies for publishers to thrive in local markets.
Impact
1. Community growth and engagement
Despite the scattered nature of the ecosystem, PubClub successfully launched with 35 members and 4 advisory council members, making it a solid starting point for an exclusive, high-level community.
The roadshows added credibility, and the follow-up through webinars ensured continuous engagement with members.
2. Positioning as a thought leader
Through regular digital events and curated content, PubClub quickly became recognized as a leading voice in emerging ad tech trends, particularly in regions like Southeast Asia. These efforts positioned AndBeyond.Media not just as a service provider but as an industry leader shaping the conversation on a global scale.
3. Long-term strategy and IP value
PubClub is now poised to become an anchor IP for AndBeyond.Media, expanding its influence beyond just a community space to becoming a vital source of knowledge, networking, and business opportunities for publishers. With upcoming roundtable discussions and expanded community initiatives planned, PubClub is on track to play a central role in driving thought leadership in the ad tech space well into 2025.
