3 Ways Unified Measurement Supports Better Video Campaigns

Nov 17, 2025 | Mike Ramadei

It’s a tough job to build great video campaigns. But no matter how you slice it — linear and data-driven linear TV, streaming, online video, and more — it’s often the biggest promotional spend for a brand outside of its field force. Therefore, marketers are under pressure to make the right investments and maximize them.

However, when it comes to video, the landscape is not the only thing that is complex and fragmented. Organizations often take siloed approaches — with both teams and budgets — resulting in decisions that don’t take a brand’s full TV and video strategy into account. Historically, advertisers separated linear TV and digital buys. They were often bought on different currencies and at different times of the year. As holistic planning and buying become more common, advertisers need a new way of looking at performance. Having unified measurement across all of your video advertising can help you build and support better campaigns in the following ways:

1. Make smarter investments

With a simple and consistent view of data across your different pillars of investment, you can better optimize your full video plan. For example, you may be trying to reach diagnosed patients who have already started therapy or treatment in your category and target those patients specifically with video. If you don’t use the same metric across all of your video placements, it’s difficult to compare and make decisions about investments based on performance.

2. Work better with media partners and networks

A unified view can help you get the most out of your relationships across media partners and networks. If you’re engaging with a network and have linear and digital components, the same view across both lets you better optimize or negotiate with those partners. This way, you can get more out of your brand investment even within the same network. This not only allows you to do more with less, but also frees up investments that might make a greater impact elsewhere.

3. Access insights faster for greater flexibility

To succeed with video advertising today, brands need flexibility. This means being able to act on real-time or fast insights, not outdated data from months ago. While streaming video or programmatic CTV can be optimized in real time, most video should and can be optimized quarterly and adjusted throughout the year. Having access to current, relevant data allows you to make informed decisions quickly — whether you’re planning for the next quarter or the next year. This data also supports more strategic conversations with leadership so you can obtain the proper investments for your brand that will have the right patient impact.

4. What unified measurement looks like

Veeva Crossix is creating a standardized approach to connect all video data for a unified, in-flight view of total video advertising performance. This view consolidates reach, audience quality, and impact metrics across linear TV, streaming, and online video in one central place, enabling you to understand incrementality between the different channels. For example, are you reaching the same target patients, or a new audience, between linear TV and video? Specific views allow you to:

• See conversion metrics for all video advertising including linear TV, online video, and the patients exposed to both.
• Access an updated monthly view across all of the metrics configured for your Crossix TV application.
• Understand the impact of video by network regardless of tactic. For example, you can see NBC and Peacock together.
• Compare video performance based on how a video asset was delivered and purchased, such as through linear TV, online platforms, or a DSP.

Conclusion

Successful TV and video campaigns require a commitment to constant refinement, a realistic understanding of your results, and avoiding a “set it and forget it” approach. Unifying measurement across both linear TV and digital video applications can quickly provide the data and insights you need to optimize current campaigns, maximize or reallocate budgets, and provide a foundation for future planning. This type of data is also important when it comes to defending and justifying your budget requests in this area to leadership.

Read the 2025 Media Buying Trends report to learn how biopharma marketers are diversifying media tactics and using data-driven targeting to reach relevant audiences.