Roadblock Advertising In the Digital Context
研究定义了路障广告（限制或屏蔽竞争广告）并分类，通过三个实验比较其与传统广告的效果，发现路障广告能有效突破广告杂乱，对广告主有较高潜力。
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.