In the illustrated applicators, one of a series of pavement markers is individually dispensed from a carrier web by stripping the web back from the marker while moving the marker into wedging contact between a spring-loaded roller and the pavement. While doing so, the carrier web is kept taut between a brake shoe where it exits a magazine and an overdriven takeup roll which is locked against rotation while the marker is being moved into the wedging contact. Each pavement marker has a flat base which preferably bears a pressure-sensitive adhesive that releasably adheres the marker to the carrier web and bonds the marker to the pavement.