PT  - JOURNAL ARTICLE
AU  - Biswajita Parida
AU  - Charles R. Taylor
AU  - Abhishek
TI  - Roadblock Advertising In the Digital Context
AID  - 10.2501/JAR-2022-018
DP  - 2022 Sep 01
TA  - Journal of Advertising Research
PG  - 271--288
VI  - 62
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/62/3/271.short
4100  - http://www.journalofadvertisingresearch.com/content/62/3/271.full
SO  - J Advert Res2022 Sep 01; 62
AB  - Roadblock advertising involves limiting or blocking access to competing advertisements for a period of time and can be a useful option in the face of media fragmentation. This study introduces roadblock advertising to the academic literature, defines it, and proposes a typology of formats of this type of advertising. Three experimental studies are presented that compare the effectiveness of roadblock advertising with conventional “full-load” advertising; examine the effectiveness of two different types of roadblock advertising—within pod (concentrated) versus across pod (distributed); and compare the effects of within-pod and across-pod roadblock advertising for new versus familiar brands. Findings suggest that roadblock advertising has high potential for advertisers and is an effective technique for breaking through clutter.