TY - JOUR T1 - Roadblock Advertising In the Digital Context JF - Journal of Advertising Research JO - J Advert Res SP - 271 LP - 288 DO - 10.2501/JAR-2022-018 VL - 62 IS - 3 AU - Biswajita Parida AU - Charles R. Taylor AU - Abhishek Y1 - 2022/09/01 UR - http://www.journalofadvertisingresearch.com/content/62/3/271.abstract N2 - 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. ER -