Would you interact with an ad on a newspaper site in exchange for free content? The U.K.’s Trinity Mirror hopes so, says The Drum. Trinity Mirror, one of the largest multimedia companies in the U.K., is partnering with Rezonence to include interactive ad formats on its sites using FreeWall. Readers will get mid-way through an article and then be asked to interact with the ad before reading the remainder of the article. Here’s an example of an interactive ad:

 Once the reader clicks on the correct answer, they’ll be allowed to read the remainder of the article free of charge.Why is Trinity Mirror trying out FreeWall? To add a third revenue stream to the mix, to capitalize on digital advertising revenue opportunities, and to “improve the average yield for every ad unit it serves to its readership,” reports The Drum. FreeWall will be part of an advertising sales package and will be available on desktop and mobile versions of Trinity Mirror’s media properties.According to The Drum, this change is part of Trinity Mirror’s shift toward a “cost per engagement” model for advertising, versus the more common cost per thousand ads model. It will also help the company better monetize its audience of 17 million mobile users.Tim Greatrex of Rezonence said the hope is to serve each Mirror reader with one FreeWall ad per month in exchange for free access to all the other content. He also says FreeWall will publishers compensate for “banner blindness” which he says can be as high as 90%.Rezonence’s website says this of its new solution: “FreeWall takes the best of free ad-funded and paywall strategies. It enables a publisher to earn a high average revenue per user while ensuring that their user base is as large as possible.”Insider Take:FreeWall is an interesting, innovative alternative to get readers to engage with advertisers in lieu of subscribing to a publication or website, kind of a “you give something, you get something” strategy. FreeWall also helps publications get around the concept of ad-blindness and the growing use of ad-blockers.We suspect that Trinity Mirror will test the concept with a small percentage of its total audience of 25 million, and at one media outlet at a time, to see how the idea is received by advertisers and readers before doing a full rollout. By testing and tweaking, Trinity Mirror can determine if FreeWall can help it accomplish its goals.