06|27|2007 11:45 am EDT
JupiterReseach recently published a report on direct navigation, that fancy term for the act of typing a domain name directly into a Web browser’s address bar. Lead analyst Kevin Heisler writes that direct navigation is the largest untapped market for paid search advertisers and ad agencies.
For those who do not want to spend $750 dollars on the full report, according to Paul Sloan the key quote is:
“Direct Navigation suffers from a stigma among advertisers. JupiterResearch estimates the size of the direct navigation advertising market was approximately $600 million in 2006, or about nine percent of the paid search market. To maximize customer acquisition, marketers must target a range of sources, including type-in traffic and direct search.”
Sahar adds some other important points for direct navigation.