| | | | What metrics really matter in e-commerce? | | Jon Woodall | | 09 October 2014, 9:40AM |  It's well known that e-commerce is a fiercely competitive marketplace and as preparations for the busy Christmas trading period are in full-swing, online retailers and e-commerce consultants are looking at any way they can get ahead of their competitors.
| | | | Mexican wrestler proves pre-roll ads have (almost) zero effect | | Chris Quigley | | 08 October 2014, 10:35AM |  You probably never believed that Mexican wrestlers could be useful in proving advertising effectiveness, but it is, alas, true…
Nielsen has released a report (using a video involving a Mexican wrestler from American brand Jarritos) showing that if you click on a video because you thought it looked interesting, then there's a high probability that you'll think positively about the brand that made the clip. But if the ad simply showed up as a 15- or 30-second pre-roll ad before a video you were waiting to watch — that is, you didn't have any choice but to see it — the ad was only marginally more effective than if you'd watched no ad at all.
| | | | What Lego can teach us about user generated content | | Steph Gilmore | | 08 October 2014, 9:49AM |  The benefits for a brand to encourage inspirational and original user generated content can be huge.
Firstly, the volume: the nature of social can mean campaigns are viewed and shared with a higher volume of people than traditional media. Secondly, the immediacy: the instantaneous nature of social sharing means thought-provoking, entertaining or aspirational ideas get picked up and shared in a much shorter period of time. And thirdly, control: brands have now found a place in the market where they own the media space. With the wider use of online social channels user generated content can deliver more views, reach and engage with more people and raise brand awareness quickly, generating peer-to-peer brand advocacy that can be directly linked with uplifts in sales and revenue.
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