In digital marketing, skyscraper ads refer to advertisements that have specific size proportions. Their unique appearance allows them a greater real estate to attract the attention of website visitors.
In order to understand the power of a skyscraper ad, it is crucial to know what it is and how it works. In this article, we will explore what skyscraper ads really are, take a closer look at their various forms, and how they can be used to increase brand visibility.
What Is a Skyscraper Ad?
A skyscraper ad is a form of online display advertising typically found on the right or left of a webpage.
It is an interactive way to promote a business, product, or service and can be used to create an engaging user experience. Skyscraper ads are typically placed on the sides of websites and are designed to attract attention and direct users to the advertiser’s website.
While the traditional skyscraper ad is generally a static image, many variations can create a more dynamic experience.
Techopedia defines skyscraper ads as “a particular kind of digital advertisement with specific size parameters, which is used as part of the overall visual marketing on a web page or website”.
Since skyscraper ads take up more space than traditional ads, they are usually more expensive, but the benefits often outweigh the higher price.
Key Takeaways
A skyscraper ad is a tall thin advertisement that is typically placed on the left or the right side of a website;
The ability to attract the attention of web page visitors without interfering with their content browsing is one of the main advantages of this type of advertisement;
Implementing calls to action together with animated elements are common strategies used to improve skyscraper ads’ performance.
How to Define a Skyscraper Ad?
A skyscraper ad can be defined as a tall, thin ad that is vertically aligned and is often referred to as a skyscraper because it’s tall and narrow in shape. Skyscraper ads typically promote a product or service, link to a website, or direct users to a page for more information.
Skyscraper ads usually contain a headline, text, image, and link to the website or page being promoted. Businesses commonly use them to reach a broad audience, and they can be seen on almost any website. Skyscraper ads can effectively generate traffic and brand awareness if used correctly.
Why Are Skyscraper Ads Important?
The skyscraper ad is a popular and effective form of digital advertising. Skyscraper ads are an excellent way for websites to reach a broad audience of potential customers. As a vertical banner, skyscraper ads can be placed on the side of a webpage and take up a large portion of the page. This makes it more likely for viewers to notice the ad and take action.
1. Skyscraper ads are versatile
Skyscraper ads can also be added to websites as a pop-up window, increasing the possibility of a viewer becoming a customer. Additionally, skyscraper ads can be tailored to a website’s specific target audience, making them more effective than other forms of advertising.
Skyscraper ads effectively increase brand awareness and website traffic, as they appear prominently on the page and can be used to promote a specific campaign or product.
2. Improve branding and recognition
One of the key benefits of skyscraper ads is their ability to enhance brand awareness and recognition. With eye-catching visuals, compelling messaging, and consistent branding elements, skyscraper ads create a strong visual presence that helps your brand stand out.
The repeated exposure to your brand through skyscraper ads builds familiarity and reinforces your brand image in the minds of your target audience, increasing the chances of them remembering and recognizing your brand in the future.
3. Increase click-through rate (CTR)
Skyscraper ads have the potential to generate higher click-through rates compared to other ad formats. Due to their prominent placement on web pages, skyscraper ads attract attention and entice users to engage with the ad content.
When designed effectively with compelling calls-to-action, clear value propositions, and relevant offers, skyscraper ads can drive higher click-through rates, leading to increased website traffic and conversions.
What Are The Best Skyscraper Ad Strategies?
If you plan to implement skyscraper ads in your marketing campaign, it would be wise to create a sound strategy first. The best skyscraper ad strategies are those that are creative and engaging while also being cost-effective. Here are a few best practices to remember when creating your skyscraper ad strategy.
1. Visual appearance
Skyscraper ads should contain eye-catching visuals that stand out from the other advertisements in the area. There is a fine line between eye-catching content and intrusive or flashy. Looking at how your competitors design their ads could give you some insights.
2. Call-to-action
Additionally, businesses should use text and visuals to communicate their message to potential customers. Utilizing a call-to-action, such as a discount or promotion, can also effectively drive engagement.
3. Promote interaction
With modern marketing and visual design tools, it is easy to implement interactive elements into your skyscraper ad. Adding some movement through animation can engage users and motivate them to interact with the advertisement more than they usually might be inclined to.
4. Testing and optimization
To ensure the success of your skyscraper ad strategy, it’s crucial to continuously test and optimize your ads. Conduct A/B tests with different variations of your ad, such as visuals, headlines, and call-to-action buttons, to identify which elements perform best. Use analytics and performance data to gather insights and make data-driven decisions to improve the effectiveness of your ads over time. Regularly monitor and refine your strategy based on the results to maximize engagement and conversions.
5. Mobile optimization
With the increasing use of mobile devices, optimizing your skyscraper ads for mobile is essential. Design your ads to be responsive and compatible with different screen sizes, ensuring that they load quickly and display properly on mobile devices.
Implement mobile-specific features such as click-to-call or location-based targeting to enhance the user experience. Catering to mobile users is a great way to expand your reach!
Additional Tips & Tricks
- The large skyscraper formate 300 x 600 is considered the best size for banner ads;
- Skyscraper ads are an effective way to reach many people at once. To maximize the impact of these ads, businesses should use a combination of tactics that appeal to many customer segments;
- Make your value proposition clear in the ad copy to clearly convey the message you wish to share with your skyscraper ad;
- Ensure that the web pages you advertise are relevant to your product, service, or brand. Some websites may not align with your brand image or values, even if they have the traffic you seek.
The Bottom Line
A skyscraper ad is a highly effective form of advertising used by various companies and organizations to reach their target audience effectively. The skyscraper ad concept has been evolving over the years and has been adapted to fit the needs of modern advertising campaigns.
You’ve learned what a skyscraper ad is, why it is essential, and the best practices for its setup. With all this knowledge and information, you can determine if using skyscraper ads is the marketing approach you need to take for your company or organization.
Skyscraper Ad FAQs
The best size format for your skyscraper ad will depend on the content of the ad and the limitations of the website you are advertising on. Standard formats include 120×600 pixels and 160×600 pixels.
Online skyscraper ads got their name from the traditional marketing equivalent, real-world skyscraper ads. Owing to their long and thin shape, skyscraper ads look like tiny skyscrapers on the sides of a web page.
Skyscraper ads are commonly used on websites that support third-party advertising. Ensuring that your ads are unique enough to stand out from other ads on the same website is an important part of this type of marketing.
In addition to being a great way to attract the attention of website visitors, skyscraper ads are typically less intrusive as they do not obstruct the view of the main content on a page. They are also affordable if you can create a good design independently.
