Video advertising software firm Videology analysed all impressions that ran through its platform in Q2 2015 and found an increase in the use of TV data. Of the TV viewing segments, 23% had been custom created for specific campaigns with a particular goal in mind, for example reaching audiences that had been exposed to a competitor’s advertising campaign.

The analysis also revealed that 70% of all digital video campaigns ran across more than one device during the quarter. This is 11 times the amount from the same period last year. Brands also appear to have been placing more importance on viewability metrics: 31% of campaigns run in the second quarter were specifically optimised for viewability, which was a 165% increase year on year.

“In this era of convergence, brands are looking for ways to most efficiently and effectively reach their consumers. In most cases, cross-screen planning and buying drives both of these metrics,” said Scott Ferber, chairman and CEO at Videology.

“With so much cross-screen data now at advertisers’ fingertips, the planning silos between TV and digital video campaigns are truly coming down.”