Mirror shuns paywall for FreeWall

Trinity Mirror has signed a major deal which it hopes will maximise revenue from its group-wide digital offering, including Mirror.co.uk, which lies between ad-funded free access models and closed paywalls to help fund its premium content.
The company is to implement Rezonence’s FreeWall technology, which operates as a value exchange by asking audiences to engage with brand messages or experiences in return for access to elements of an online article or video content across any device.
It is claimed that the interactive element guarantees 100% viewability, engagement and helps deliver audience insight for publishers and advertisers.
Rival publishing house News UK has operated a paywall for full access to The Sun and The Times for two years, although recently opened it up to allow readers to see many more stories to capitalise on the explosion of news sharing on social media such as Facebook and Twitter.
After a successful trial period, Trinity Mirror is now including FreeWall as part of its ad sales packages to advertisers and media agencies.
This partnership comes on the back of other recent publisher wins for Rezonence, including BBC Worldwide (Top Gear), Johnstone Press & 1XL, Haymarket, CityAM, Time Inc. specialist and IDG.
Rezonence has already run campaigns with some major brands including Sky, Unilever, Sandals, Vodafone, Pru Health and Cadbury’s to help drive proven engagement with their online advertising activity. This work was activated through growing relationships with leading media agencies including: Amplifi, Maxus, MEC, Mediacom, Mindshare, Starcom MediaVest and the7stars.
Trinity Mirror head of digital strategy Piers North said: “As we continue to build the momentum of our digital business, we continue to look for innovative partners to help deliver the best and most effective way for brands to connect with our over 25 million monthly UK users.
“We, and the industry, continue to refine the model and metrics of successful digital advertising, especially for our significant mobile audience.”