AIRBAND CASE STUDY

Data-led targeting that delivers

Challenge

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.


Strategy

Be Addressable developed a data-driven, full-funnel media plan focused on 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:

  • Core: Affluent adults 45+ in rural areas
  • Stretch: Younger early tech adopters hungry for reliable connectivity

Key targeting moments: home moves, lifestyle changes, and tech upgrades.


Approach

  • Sky AdSmart using postcode-level precision and retargeting to create that big brand feel at a local level
  • ITVX & Amazon Prime Video to reach engaged streaming audiences
  • YouTube for scale, interactivity, and frequency
  • Supporting channels: programmatic display, radio, local press, and select out-of-home placements


Results

The campaign exceeded KPIs across the funnel:

  • +25% brand awareness year-on-year
  • 130% increase in web visits, calls, and orders
  • Ad recall in the top 10% of Sky-measured addressable campaigns
  • Winner of a Thinkbox Award for outstanding use of addressable TV


Impact

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.


Client Testimonial

“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.”
— James Hyland, Head of Marketing, Airband