Trinity Mirror created ‘purposefully disruptive’ branded content to get more people to engage with it

A new native ad from Trinity Mirror for a children’s TV show is intentionally getting in the way of  people’s reading experience in print and online by having a character’s face pop up in unexpected places and increasingly “infecting” the page with green slime. Mark Field, director of Trinity Mirror’s in-house content studio Invention, says the ads are “purposefully disruptive” with the goal of getting more people engaged with the ad: “In a world of ad blockers, advertising has to give the readers a reason to want to engage with the content, and we’ve created an idea which marries a fun interactive user experience whilst letting them know about the show.”