The Challenge
Thermo Fisher Scientific instruments, equipment, software, services and consumables aim to empower scientists to solve for complex analytical challenges to enable their customers to make the world better, cleaner and safer.
The company needed a digital strategy to distribute their report on food contaminant and to enhance awareness of their chromatography and mass spectrometry technology.
C&EN Media Group was tasked with solving these questions from the team:
Our Approach:
Easily promote high value content to the right audience
Digital ad creative
Identifying optimal channels
The Program
Thermo Fisher’s campaign ran banners of two sizes within the Journal of Agricultural and Food Chemistry. The ads prompted users to download their recent analytical report on food contamination.
Appearing prominently alongside most read research articles, Thermo’s creatives were highly visible to users.

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.
Campaign CTR
Impressions
Site Avg CTR