The tall, narrow website advert that runs down the side of the page.
So the media pack offers a “skyscraper” and you’d like to know what you’d be getting. It’s a long-established website format, tall and narrow, that sits beside the content. It can be a good choice on desktop. It needs more thought on mobile. This guide explains both.
Key takeaways
- A skyscraper is a tall, narrow display advert, usually 160 by 600 pixels, that runs down the side of a web page.
- It sits beside the stories on desktop and can stay in view as the reader scrolls on some sites.
- On phones there’s usually no sidebar, so the skyscraper may not appear or may be swapped for another size.
- Ask what share of the audience uses desktop before you put much of your budget into it.
What a skyscraper is
A skyscraper is a vertical display advert. The common size, 160 by 600 pixels, is often called a wide skyscraper, and it’s listed in the IAB’s ad guidelines. A narrower 120 by 600 version also exists, though it’s less common now. A larger cousin, 300 by 600 pixels, is usually called a half-page unit or double MPU.
Skyscrapers usually sit in the right-hand column of a desktop page, beside the article. Some sites make them “sticky”, so they stay on screen as the reader scrolls down.
Skyscrapers on mobile: the missing sidebar
Most phone layouts drop the sidebar, which is where skyscrapers live. That means a skyscraper booking may only be seen by desktop visitors. On many trade sites that’s still a large share of the audience, especially during working hours. It varies a great deal by sector, so ask for the split.
If the publisher swaps your skyscraper for a mobile format, check what size it becomes and supply artwork for that size too.
How a skyscraper is sold
Like other display formats, skyscrapers are sold by period, by impressions or as a share of a slot. Ask whether the price covers the whole site or a particular section, and how many advertisers share the position.
Designing a skyscraper that works
The tall shape suits a stacked design: logo at the top, a short message in the middle and a button at the bottom. Keep the text large, since the advert is only 160 pixels wide. If you use animation, keep it short and make sure the final frame tells the whole story.
Fitting a skyscraper into a wider plan
A skyscraper rarely works best on its own. Paired with a leaderboard on the same pages, it creates a frame of branding around the content that’s hard to miss on desktop. Paired with an MPU or in-article unit, it covers both desktop and mobile readers. If the publisher offers a package across several formats, compare the total cost with booking each one separately, and ask which combination has worked best for other advertisers in your sector.
Questions to ask before you book
- What share of the site’s visitors use desktop?
- Is the skyscraper sticky, and does it stay in view as people scroll?
- What happens to the booking on mobile?
- How many advertisers share the slot?
- What will the report include, and does it cover viewability?
Common pitfalls
The commonest mistake is squeezing a wide design into a narrow space, which leaves the text tiny. Another is booking a skyscraper without knowing how much of the audience will ever see it. A third is a weak final frame, so the advert makes no sense once the animation stops.
Is a skyscraper right for you?
If the site’s audience is mainly desktop users and you want steady visibility beside the stories, a skyscraper can be good value. If most readers arrive on phones, a medium rectangle usually works harder. The digital advertising guide compares the options.
Why listen to me on this?
I have spent around ten years in B2B publishing as an editor and content strategist, working across national and international titles. I currently edit an industry-leading international journal, played a central role in launching its sister title and previously edited a leading retail publication. My work has covered print magazines, digital content, newsletters, social media, audience growth (taking one title’s LinkedIn impressions from tens of thousands to over a million a year), staff training, AI-assisted workflows and regular contact with senior industry and government figures. I have also judged industry awards. Having run the websites for the titles I edit, I’ve placed plenty of skyscrapers and seen how their value has shifted as more readers arrive on phones. My About page has more on the publications I’ve edited.
If you have a question about skyscraper banners, or a different experience of them, I’d be glad to hear from you. You can get in touch here.