On-demand video advertisers are now beginning to target their spots using richer data. That’s according to video ad tech firm Videology’s international product manager Catherine Hallam.

“Although VOD has been primarily age- and gender-targeted, now up to a maximum of 60 percent of campaigns only use age and gender,” Hallam told Beet.TV’s recent London Video Ad Strategy Summit. “We’re getting far more diversification of targeting.”

Hallam said technology is now allowing advertisers to identify real return on investment in video advertisers – not just brand uplift but uncovering actual consumer conversion to purchase.