Data-led targeting that delivers.
How postcode-level addressable TV helped a rural broadband provider take on the industry giants – with a fraction of their budget.
Big-brand impact on a challenger budget.
Airband, a specialist broadband provider, connects rural UK communities often overlooked by major providers. Despite delivering ultrafast broadband to hard-to-reach areas, brand awareness was low.
The challenge: compete with industry giants, with a fraction of their marketing budget, and drive new customer acquisition within their ready-to-service areas.
A data-driven, full-funnel plan built around addressable TV and video.
We used first-party CRM data, CACI Acorn and YouGov insights to pinpoint high-value postcode sectors and two core audiences.
Affluent adults 45+ in rural areas
Younger early tech adopters hungry for reliable connectivity
Every channel kept inside the service area.
Sky AdSmart
Postcode-level precision and retargeting to create that big-brand feel at a local level.
ITVX & Prime Video
Reaching engaged streaming audiences.
YouTube
For scale, interactivity and frequency.
Supporting channels
Programmatic display, radio, local press and select out-of-home placements.
The campaign exceeded KPIs across the funnel.
By aligning precise targeting with compelling creative, Be Addressable turned a modest budget into a powerful growth engine for Airband – helping them win market share, strengthen their brand, and connect more rural communities than ever before.
“ We’ve enjoyed great success through working with the Be Addressable team. Their passion as genuine partners with knowledgeable insights really helped drive our improved performance. They’ve been an invaluable part of our business growth journey, delivering cutting-edge, data-led media solutions. Since our first TV campaign, Be Addressable have built our exposure across an increasing range of addressable TV channels – helping us reach new customers and grow our business. ”
Make your budget punch above its weight.
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