This is the second installment of our interview with Jerri Gillean, our business development manager here for RMX Direct. We’re talking to her about what she hears from publishers who are new to RMX Direct. If you missed our first part, you can take a look at it here.

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VP: Jerri, why don’t you say a little more about those first days with publishers as they’re just getting started with RMX Direct.

Jerri: Everyone wants to know: what will my CPM be? Here is something I share with them: I mention that there are many different factors that affect your CPM–the type of ads you run, the performance of ads, and more. Publishers need to ask themselves, “How well does my site click and convert?”, “Where is my traffic coming from and how long are visitors staying on my site?” and, finally, “Is my site valuable to advertisers?” In other words, do they have unique, interesting, updated content that not only brings visitors to their sites, but also attracts new visitors?

Well, first off, RMX Direct is not an ad network and RMX Direct does not have direct relationships with advertisers. Instead, we have a portal that allows you to work with many different ad networks. That is why I cannot tell a new publisher what their CPM is going to be…we just don’t know.

What we do know is that publishers will often make 10-50% more on 10-30% of their impressions. That increases your overall revenue 10-50% just by utilizing RMX Direct to allow competition on your sites. Again, you should always make more, and never make less. That’s my mantra.

VP: What about mature websites– or owners who have a ton of experience with other ad networks or online advertising strategies. Do they make comparisons? Do they understand how we’re different?

Jerri: I want to dispel the myth about higher CPMs from other networks. Initially, people think we’re ‘just another ad network’. They think ‘I can make higher CPMs using my current ad networks’–non-RMX Direct networks. They tell me their high CPMs and ask me if I can match that. The question I ask back is, “how much fill are you getting at that CPM?”

That is not what RMX Direct is about. First I would suggest they read ‘Forum Talk 2′ in the blog posts because that addresses exactly what I am talking about. Second, it’s important to understand that RMX Direct may only take 10-20% of your impressions. But if you make 25% more on that 10-20%–the gains can be huge. For example, imagine you’re running 500K impressions a day. And before RMX Direct you were earning $.30 CPM. That means you were earning, $150/day. Now imagine you are using RMX Direct and our networks are taking 20% of your impressions at $.45 CPM, now you are making $165. That is a 10% increase to your revenue and $5,475 a year. This is a conservative example of what some people are getting.

With possibilities like this, why would you not use RMX Direct?

I wish I was good enough that everyone could understand this concept when they start using RMX Direct…because then I would have so many happy publishers, that I wouldn’t haven’t to show up to work until after lunch!!!

VP: Jerri, I appreciate you’re enthusiasm. It’s important to advocate for the user; we all keep that in mind, but your points are a testament to it. Thanks for sharing your take on this.

Jerri: You’re welcome. My pleasure.

This entry was posted on Wednesday, December 27th, 2006 at 8:59 pm and is filed under Publishers, Direct Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.