In this blog post, we gonna see roadblock definition, what it means in digital marketing? who will run these kind of campaigns?
The term Roadblock most commonly used in the publisher side. Roadblock campaign is also called as High Impact campaign, and yes as it’s name suggests truly it will deliver high impactful appearance to the users. In this campaign, the entire ad slots in the Desktop, Mobile, AMP pages of the publisher site will be filled with specific advertiser ads.
Below are the screenshot taken form the timesofinda site, they were running full site take over campaign(Roadblock) for Ad Aditya Birla capital campaign with Expandable creative in the RHS slot.
This above is an example of publisher Roadblock strategies, they are running expandable innovation banner in the campaign.
these kind of simultaneous ad display strategy is used by lots of publisher to maximize ad visibility during specific product launch as well.
Agency include this Roadblock strategy in media plan for particular brand’s model exposure during the launch time. For instance, during Oneplus 9 launch date, agency will share the Roadblock plan to lots of publisher and ask them take it live uniformly on that specific date to generate uniform brand exposure and reach.
Some Publishers might run Home page take over campaigns which is in short form called as HPTO, it is similar to the Roadblock but HPTO will run only in the Desktop, Mobile Home Page of the site.
Every publishers utilize different kind of Innovative rich media ads like expandable, Interstitial, In-image, Floater, In-Banner Videos, site skin ads, expandable ads with video carousel inside it etc.. during the Roadblock to generate more user engagement and Brand awareness.
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