Sales Loves MarketingA skyscraper ad is a tall, narrow display ad placed in the sidebar of a web page. The name comes from its shape. The standard sizes are 160 x 600 pixels, called the wide skyscraper, and 120 x 600 pixels, called the skyscraper.
What sizes do skyscraper ads come in?
Google AdSense's guide to ad sizes lists these tall formats:
| Name | Size (pixels) | Note from Google AdSense |
|---|---|---|
| Skyscraper | 120 x 600 | Fits narrow spaces; advertiser supply is limited |
| Wide skyscraper | 160 x 600 | More advertiser inventory; best along sidebars |
| Half page | 300 x 600 | On Google's list of top performing sizes |
| Portrait | 300 x 1050 | Brand-focused format beside content; limited supply |
Based on Google's notes, the 160 x 600 and 300 x 600 sizes are the safer choices if you are buying or designing tall display ads today.
How is a skyscraper different from a banner ad?
Both are display ads with the same job: catch attention and earn a click. The difference is shape and placement.
- A banner ad is wide and short. The 728 x 90 leaderboard runs across the top of a page.
- A skyscraper is tall and narrow and runs down the left or right side, next to the main content.
How do you design a good skyscraper ad?
The narrow canvas leaves little room, so keep it simple:
- Stack the message top to bottom. Logo, one short headline, one supporting visual, then the button.
- Use one message. A single benefit is easier to read in 160 pixels than three.
- Make the call to action obvious. Put a clear call to action button near the bottom, where the eye ends up.
- Keep text large. Small type becomes unreadable at this width.
- Design for the sidebar. The ad sits next to editorial content, so contrast helps it stand out without looking like part of the page.
Do you still need fixed skyscraper sizes?
Less often than before. Google Ads responsive display ads let you upload images, headlines, logos and descriptions, and Google "will adjust the size, appearance, and format of your ads to fit just about any available ad space." That includes skyscraper slots. Fixed-size skyscrapers are still useful when you buy placements directly from a publisher, or when you need exact control over the design.
Example in B2B marketing
A software company sponsors an industry news site. It books a 300 x 600 half page on article pages and a 160 x 600 wide skyscraper on the rest of the site, both promoting a webinar. Because both units sit beside the articles, the company tracks impressions and click-through rate for each size to see which one drives more sign-ups.
Frequently asked questions
What size is a skyscraper ad?
Google AdSense lists two sizes under the name, 120 x 600 pixels (skyscraper) and 160 x 600 pixels (wide skyscraper). Related tall formats are the 300 x 600 half page and the 300 x 1050 portrait.
What is the difference between a skyscraper ad and a banner ad?
A banner ad is wide and short and usually runs across the top or bottom of a page, such as the 728 x 90 leaderboard. A skyscraper is tall and narrow and runs down the side.
Are skyscraper ads still used?
Yes, but the narrow 120 x 600 size is less common. Google AdSense notes that advertiser supply for it is limited, while the wider 300 x 600 half page is on its list of top performing sizes.