Videology examined data from its platform during Q4 2014 and found that 53% of all ads run were served using advanced targeting; a 66% rise on the same period in 2013. Campaigns targeted audiences based on a number of characteristics, including behavioural patterns.

The data also showed that 79% of all UK online video ad campaigns had run on more than one screen, which is a 12% increase quarter on quarter and a 62% increase since Q1 2014.

“Our analysis shows marketers are increasingly looking to target consumers based on their behaviour patterns, rather than simply geographic or social grade,” said Rich Astley, managing director of Videology UK.

“Behavioural targeting is giving them the opportunity to reach those audiences most likely to convert purchasers, and effective data is at the heart of this.”