Publishers Cash In On EOFY Sales

Cropped shot of a man doing some online shopping at night

Skimlinks, a Connexity Company, has reported significant growth in traffic and publisher commissions in its’ Australian network, as publishers capitalize on the ecommerce opportunity offered by the End Of the Financial Year (EOFY).

“We’re delighted to see the success of our Australian publishers, as they create quality commerce
content that helps consumers find the products they need from retailers,” said Skimlinks Head of
Partner Development APAC Camilla Pacelli, “Australian consumers, as elsewhere in the world, recognize the value of having expert reviews to draw on when buying online from brands, especially during key ecommerce events like the End of Financial Year sales.”

Early indications look good this year too: in the first two weeks of June commissions for EOFY articles were up 62 per cent year-on-year, with order value up 40 per cent on the same period. EOFY was a major event in Skimlinks’ network in 2020, with a 151 per cent increase in traffic year-on-year and order value up 164 per cent.

“End of financial year is one of many key events we support and one of the top 3 sales periods we cover in our marketing calendar,” added JP MacCormick, GM Operations at Pedestrian Group.

“About 4-6 weeks out from the event we look for existing articles that we can refresh, then hunt out the best seasonal products and seek the best offers in market.”

Strategy at EOFY is key for publishers that want to make the most of the opportunity and they can be
spoilt for choice from retailers, with top merchants as diverse as Bose, Lovehoney, ShaverShop, The
Iconic and Catch.com.au all running sales.

MacCormick added: “As a general rule, we look to ensure 70 per cent of our coverage is on tried and tested products we know work, 20 per cent on popular products we’ve identified from Skimlinks Trending Products Report and 10 per cent on new and exciting product launches.”

Merchants in Skimlinks’ Australian network are also keen to capitalize on the ecommerce opportunity
offered by EOFY.

“EOFY is a very important seasonal moment for us,” said Michelle Casey, Digital Store Lead ANZ
Microsoft Store, “We make sure our deals are as attractive as possible during this highly competitive
period, as well as locking in key placements with our top publishers to ensure our deals are being seen.”

The ecommerce opportunity at EOFY is especially compelling for publishers, as they can harness
successive waves of performance as retailers launch sales throughout the month of June.

Skimlinks’ performance in Australia continues to grow, with EOFY expected to turbocharge already
impressive YTD performance. The Australian network, which includes News Australia and Verizon Media, has seen traffic grow 160 per cent year-on-year, with commissions up 331 per cent for the same period.

“Commerce content is booming in Australia and Skimlinks is delighted to support publishers around key moments from EOFY to Click Frenzy to Singles Day and Black Friday later in the year. It is a fantastic alternative to advertising-based solutions and continued growth in our network demonstrates the value publishers can generate from it,” said Pacelli.




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