Skimlinks, a Connexity Company, reports an unprecedented surge in performance of Chinese New Year articles ahead of the festival this weekend. Publishers from the platform’s global network have seen performance grow significantly year-on-year as consumers shop for gifts, decorations and plan how to celebrate the holiday.
SVP Revenue EMEA & APAC Dunia Silan said, “The year-on-year growth is fantastic and comes off the back of a year of continuous growth in ecommerce.
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“Traffic in our APAC network is up over 640% year-on-year, with demand for bespoke content from the Skimlinks Editorial Network 50% higher than during Singles Day. That reflects the local importance placed on quality commerce content in this market.
“The boom in sales – which are up 366% – demonstrates reader demand for expert advice in the form of commerce content from quality editorial publishers.”
The boom in content focused around the Lunar New Year can be seen around the globe. In the US much growth comes from dedicated Chinese New Year collections from major brands like Nike and Lululemon.
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“Enterprise publishers in the US have taken notice of Lunar New Year content in 2021. Sales are up 400% year-on-year,” said SVP Revenue US Lauren Newman. “And with order value up almost 600%, you can see that consumers are spending more this year, likely to make an extra effort given the circumstances the holiday’s taking place under.”
The platform has seen growth in the European portfolio, where in the UK for example Order Value is up 243% year-on-year, with traffic up almost a third on 2020.
Globally content varies widely and is clearly shaped by varying Covid-19 restrictions in different regions. Across Asian markets like Hong Kong and Taiwan for example, staycation content has performed well, with top articles focused on hotel deals. That’s a contrast to markets with greater restrictions like the UK where recipe and grocery content perform best.
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