Client Challenge
Google wanted to compare and contrast the representation of TV versus online video in agency systems and tools across all functions of campaign planning and execution against integration, sophistication and accessibility factors. The company wanted to identify gaps and receive recommendations on how to improve representation and pinpoint key drivers to accelerate change.

R3 evaluated more than 300 agency tools across all holding companies to inform Google’s OLV product planning.


Assessment – R3 conducted three separate assessments, looking at capabilities, efficacy, and gaps and opportunities. Assessments were overlaid with feedback from advertisers on the usage and effectiveness of agency tools.

Data Analysis – Data was informed by additional information from agencies highlighting relevant tools and to verify existing information.

Evaluation – Each Market and Agency’s tools/systems were evaluated and scored to determine its adequacy and preparedness to effectively plan, measure and optimize media across online and offline channels.