Commbank’s latest campaign proves the roadblock isn’t dead
Is the roadblock still a relevant tactic, or just an expensive relic of a linear viewing age? Today The Brave’s head of media, Jacqui Capel, explores the pros and cons of Commbank’s recent 48-hour BVOD roadblock.
CommBank’s latest brand platform launch, Doubt Never Did, made headlines for more than just its creative, purportedly becoming the first Australian campaign to execute a full 48-hour BVOD roadblock.
In a media landscape dominated by hyper-personalisation, AI-curated feeds, and binge-on-demand habits, the move raised eyebrows amongst the chattering classes in agency-land, myself included. My first thought was “Is this the single biggest individual media campaign budget of the year?”. It then flipped to “ Is the roadblock still a relevant tactic, or just an expensive relic of a linear viewing age?”
The answer, like most things in media, depends on execution.
