Roadblock advertising in the digital context: Does paying to limit competing messages pay off?

Biswajita Parida, Charles R. Taylor, and Abhishek

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.
Parida, Taylor, and Abishek

Management Slant

  • Roadblock advertising involves a single advertised brand limiting access to other advertisements for a period of time in a viewing/listening frame.
  • It can be a useful option for some of today’s advertisers in the face of media fragmentation, clutter, changing media consumption habits, and shrinking attention spans of consumers.
  • Roadblock advertising is more effective than cluttered advertising at improving unaided recall for brands, attitude toward the advertisement, attitude toward the brand, and purchase intention toward a target brand.
  • Concentrated (within-pod) roadblock advertising is found to be more effective than distributed (across-pod) roadblock advertising.
  • Familiar...

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