Montreal-based Touche!PHD has signed up to test the new Eloda Protocol, a web tool designed to track and manage TV ads. The media buying agency will test the new tool in managing ads for Scotiabank.

The Eloda Protocol is a web-based interface that allows real-time tracking and management of an ad’s broadcast, as well as any reported discrepancies, so agencies can determine full delivery of their contracted commercials at the end of a campaign. (Click here for MiC‘s coverage of the launch.)

‘It’s about time that appropriate tools are made available which allow our teams to have better control of the TV campaigns of our clients,’ says Touche!PHD president Alain Desormiers. ‘Protocol’s platform is very user-friendly and would provide us with the tools to improve the efficiency of a campaign’s execution for our clients. We are looking forward to the results.’

Scotiabank VP brand and marketing management Rick White says the bank is ‘always looking to maximize our media investment with the best tools available on the market.’