VIP Audiences
Helping Airband use Amazon Shopper Data to engage hard-to-reach rural households
VIP Audiences
Helping Airband use Amazon Shopper Data to engage hard-to-reach rural households
THE BRIEF
THE BRIEF
Airband is a fixed wireless broadband provider serving rural and semi-rural communities across the UK. Unlike most broadband providers, they face a hyper-specific targeting challenge: the households they need to reach are geographically dispersed, often in lower-density areas, and difficult to find through standard demographic or interest-based media targeting. Broad media buys generate significant wastage by reaching audiences who are either out of coverage area or already served by competitor infrastructure.
Airband does not sell on Amazon. But their ideal customer does shop there and leaves highly specific behavioural signals in the process. This case demonstrates how Amazon's first-party shopper data can power precision targeting for non-endemic brands that have nothing to do with ecommerce, connecting retail intelligence to a broadband customer acquisition challenge.
Services
Amazon DSP
Airband is a fixed wireless broadband provider serving rural and semi-rural communities across the UK. Unlike most broadband providers, they face a hyper-specific targeting challenge: the households they need to reach are geographically dispersed, often in lower-density areas, and difficult to find through standard demographic or interest-based media targeting. Broad media buys generate significant wastage by reaching audiences who are either out of coverage area or already served by competitor infrastructure.
Airband does not sell on Amazon. But their ideal customer does shop there and leaves highly specific behavioural signals in the process. This case demonstrates how Amazon's first-party shopper data can power precision targeting for non-endemic brands that have nothing to do with ecommerce, connecting retail intelligence to a broadband customer acquisition challenge.
Services
Amazon DSP
The process
Challenge
Customer acquisition in a competitive broadband market is hard enough. For Airband, it is compounded by geography. Their target audience lives in areas with lower population density where standard media channels either cannot reach efficiently or deliver unacceptable levels of wastage. In Q4 2024, with limited brand recognition outside their coverage areas and a media mix that was not performing with the precision the business required, a fundamentally different targeting approach was needed.
Goal
To build custom audience cohorts that accurately identified households within Airband's coverage area and matched the profile of high-propensity broadband switchers — and to reach those audiences through Prime Video CTV with a message that would resonate and convert, with minimal wasted impression spend on irrelevant audiences.
Solution
Vector applied its retail data-driven intelligence methodology to build three custom audience cohorts using Amazon's first-party shopper data at category, brand and product level. Rather than relying on demographic proxies, we used shopping behaviour signals that correlated with the Airband customer profile - households purchasing tech products, home office equipment, video game hardware and connectivity-related items - to identify and target the most relevant potential customers. Audiences were updated weekly against the most popular product searches, views and sales in relevant categories, with Vector's trend detection identifying when specific search terms were climbing. This meant targeting remained current and responsive rather than static. When "Wi-Fi Booster" searches spiked, the audience strategy adapted in real time to capture that intent signal. Three cohorts were built: Broadband Connection (households actively engaging with connectivity-related products), Recent Broadband Switchers (behavioural signals indicating recent or imminent switching behaviour) and Family Orientated (households with purchase patterns consistent with high broadband usage). These cohorts were then activated across Prime Video CTV, underpinning Airband's TV media with precision targeting that conventional broadcast buying could not replicate.
The process
Challenge
Customer acquisition in a competitive broadband market is hard enough. For Airband, it is compounded by geography. Their target audience lives in areas with lower population density where standard media channels either cannot reach efficiently or deliver unacceptable levels of wastage. In Q4 2024, with limited brand recognition outside their coverage areas and a media mix that was not performing with the precision the business required, a fundamentally different targeting approach was needed.
Goal
To build custom audience cohorts that accurately identified households within Airband's coverage area and matched the profile of high-propensity broadband switchers — and to reach those audiences through Prime Video CTV with a message that would resonate and convert, with minimal wasted impression spend on irrelevant audiences.
Solution
Vector applied its retail data-driven intelligence methodology to build three custom audience cohorts using Amazon's first-party shopper data at category, brand and product level. Rather than relying on demographic proxies, we used shopping behaviour signals that correlated with the Airband customer profile - households purchasing tech products, home office equipment, video game hardware and connectivity-related items - to identify and target the most relevant potential customers. Audiences were updated weekly against the most popular product searches, views and sales in relevant categories, with Vector's trend detection identifying when specific search terms were climbing. This meant targeting remained current and responsive rather than static. When "Wi-Fi Booster" searches spiked, the audience strategy adapted in real time to capture that intent signal. Three cohorts were built: Broadband Connection (households actively engaging with connectivity-related products), Recent Broadband Switchers (behavioural signals indicating recent or imminent switching behaviour) and Family Orientated (households with purchase patterns consistent with high broadband usage). These cohorts were then activated across Prime Video CTV, underpinning Airband's TV media with precision targeting that conventional broadcast buying could not replicate.
the impact
the impact
Video Completion Rate
Video Completion Rate
Custom audience cohorts built from Amazon shopper data
Custom audience cohorts built from Amazon shopper data
Total targeted impressions delivered across three cohorts
Total targeted impressions delivered across three cohorts
Audience overlap rate - broadband connection cohort
Audience overlap rate - broadband connection cohort
Video Completion Rate
Total targeted impressions delivered across three cohorts
Custom audience cohorts built from Amazon shopper data
Audience overlap rate - broadband connection cohort
RESULT SUMMARY
A 97% video completion rate and audience overlap rates of up to 74% confirmed what the approach set out to prove: Amazon's retail data can identify and reach hard-to-find customers for non-endemic brands with a precision that traditional media targeting simply cannot match. Airband reached the right households, in the right areas, with almost no wasted spend
RESULT SUMMARY
A 97% video completion rate and audience overlap rates of up to 74% confirmed what the approach set out to prove: Amazon's retail data can identify and reach hard-to-find customers for non-endemic brands with a precision that traditional media targeting simply cannot match. Airband reached the right households, in the right areas, with almost no wasted spend
other featured works
other featured works
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