The Challenge
Merck MilliporeSigma approached C&EN about driving traffic and conversions to their site for their extensive range of high-quality coupling reagents for in situ activation. Merck MilliporeSigma even already had the content they needed. Their challenge? Reaching their target audience in a way that would be informative, engaging and valuable to the reader.
C&EN Media Group was tasked with solving these questions from the team:
Our Approach:
Enhance valuable content that resonates with the audience
Develop a campaign strategy first and assign goals
Provide context to your product
A/B testing
The Program
C&EN advised the Merck MilliporeSigma team that our audience responds best when text copy is paired with an engaging image. At right, screenshots show Merck MilliporeSigma’s native ad units. Using the units we recommended, MilliporeSigma was able to focus on providing strong visuals like chemical structures to accompany the text. The ad is integrated natively with our editorial features and stories and clearly labeled as sponsored content.
Merck MilliporeSigma also created multiple versions of headlines, text and images, and included a call to action to prompt the user to learn more about their specific applications of peptides.
The Results
Thermo Fisher Scientific’s campaign received a CTR of 0.18%. The targeted approach used by C&EN produced a high performing CTR, more than double the average for this type of advertisements.
Native Ads CTR
Industry benchmarks for Native Ad CTR
CTR on C&EN/ACS Publications
