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The Return of Direct Navigation

Posted on 6.23.2010

Trellian, a provider of Internet marketing solutions such as keyword research tool, has announced the availability of a direct navigation ad platform dubbed the Trellian AdNetwork. 

Direct Navigation, also known as type-in traffic, is a method consumers use to navigate the Web to arrive at specific websites. The direct navigation market was white hot several years ago but has since tailed off. Website Magazine covered the direct navigation trend back in November of 2007.

So does it work? A study of Internet traffic by WebSideStory's StatMarket division from 2005 revealed that direct navigation traffic  converts into sales for advertisers at 4.23% of total visits compared to 2.3% for product and service related searches performed via search engines such as Google and Yahoo. Whether you believe real value is there or not, direct navigation remains big business for those that want to monetize their domains.

Advertisers in the Trellian AdNetwork will place bids based on keywords or a list of categoryes. The top bidder will receive the majority of traffic, and the remaining bidders will receive a percentage of the available, remaining trafffic. The traffic is sent from domain names parked on the Domain Parking Manager which reaces some 200 million unique visitors each month through 1.2 million domains and redirects users to the domains in the network. 

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