skyscraper ad
Definition
An online ad significantly taller than the 120x240 vertical banner.
Information
Skyscraper ads are tall -- very tall -- with heights often ranging
from 500 to 800 pixels (and widths often ranging from 120 to 160 pixels).
For a long time there was no standard sizes to which buyers and sellers adhered. This made skyscraper ads the province of large, well-branded
sites that could sell custom advertising packages.
The IAB has since announced standard sizes for skyscraper ads. The standard skyscraper is 120x600 and the wide skyscraper is 160x600. With standards in place, skyscraper ads became more common at advertising networks.
Skyscraper ads are often called skyscraper banners, although some examples
have mimicked the look of a banner by using a combination
of ad buttons and text.
Synonyms
skyscraper banner
Related Terms
banner ad, rectangle ad, vertical banner
Sites
IAB Standards : Ad Unit Guidelines
Historical
Some Early Adopters of Skyscraper Ads
(with dimensions listed in parentheses)
Dillbert.com (148x800)
Fool.com (125x600)
Forbes (150x800)
Tech Republic (125x600)
TechWeb (text & buttons)
The Economist (120x800)
The New York Times (140x800)
Articles
Bigger Is Better
ClickZ (February 27, 2003)
Special Report: Are Bigger Online Ads Really Better?
E-Commerce Times (July 26, 2001)
Studies Say Banner Ads Work, But Bigger Is Better
E-Commerce Times (July 19, 2001)
Skyscraper Ads Increase in Popularity, High in Cost
AdRelevance (June 18, 2001)
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