Despite the fact that digital and streaming video account for 70% of viewing hours, less than half of video advertising spend goes to those channels. This discrepancy represents more than $20B in advertising spend that could be better allocated. Unified video is set to revolutionize video advertising by integrating planning, buying, and measurement across channels. Key tactics include defining a single strategic audience, selecting channels based on reach and quality, and calibrating planning tools with in-market test results.