What Is A Skyscraper Ad?

Date First Published: 10th August 2023

Topic: Web Design & Development

Subtopic: Web Advertising

Article Type: Computer Terms & Definitions

Difficulty: Medium

Difficulty Level: 5/10

CONTENTS

Popularity
Best Practices

Learn about what a skyscraper ad is in this article.

A skyscraper ad is a tall and narrow ad usually placed to the left or right side of the main content on webpages. It has two standard sizes of 120 pixels wide by 600 pixels high (120x600) and 160 pixels wide by 600 pixels high (160x600). A key feature of skyscraper ads is that their tall and narrow size usually allows most of the ad to be visible throughout the time the user scrolls down, depending on the length of the webpage. Like leaderboard ads, they can be text-based, and include images, or animations.

Skyscraper ads are sometimes known as skyscraper banners. A reason for this is that some skyscraper ads have mimicked the look and feel of a banner by using ad buttons and text. However, it is more accurate to say 'skyscraper ad' or just 'skyscraper'.

Note:

Skyscraper ads get their name from the tall buildings seen in large cities.

Popularity

Skyscraper ads are not as common as leaderboard ads or banner ads. A reason for this is that not all webpages have empty spaces on the left and right sides to place vertical skyscraper ads. Webpages that are designed with the main content on the left or right side and the sidebar on the other side are less suitable for skyscraper ads than webpages with the main content in the middle.

However, the ads do not have to be placed on the left and right sides. They can be placed in the middle of the page or at the bottom, but this method is not as common as it will greatly increase the page length and not fit in as well with the content. Skyscraper ads are not as suitable for mobile devices, like smartphones and tablets since they are smaller devices without space on the right and left sides, increasing the length of the webpage.

Since most of the ad is visible throughout the time the user is scrolling down, these types of ads are more likely to be viewed by users and will often have a higher click-through rate than leaderboard and banner ads. Skyscraper ads also do not usually increase the length of the content or get in the way of what users want to do. This is a reason why skyscraper ads are found on lots of well-known sites and are widely used and supported by most advertising networks.

Best Practices

The best practices for leaderboard ads are:

Use short, clear and persuasive language that gets the message to users and encourages them to click without misleading them.
Ensure that the ad is responsive and mobile-friendly, adjusting its layout to adapt to different screen sizes.
Avoid excessive text, overly bright colours, visual imagery, or animations that may overwhelm users.
Use a CTA button to encourage viewers to click on the ad. There is evidence that using a CTA button increases click-through rates and conversions.
Use high-quality images that people are likely to understand and click through. Ensure that the images will not become blurry or pixelated when using them on a leaderboard ad.