Hello
My company is investigating the possibility of placing
"skyscraper ads" on a few of its site's pages. We've
had reasonable success with standard 468x60 banners at
the top and bottom of all our pages, so now we're
looking to increase our ad exposure by experimenting
with these vertical banners on one or two pages.
My problem comes in defining the dimensions of these
new ads. To me, it seems that there's no standard
definition for what a "skyscraper" really is:
-- Forbes' skyscraper ads (called "side panels") are
150x800
-- ZDNet calls its tall vertical ad a skyscraper, and
it's 148x400
-- Smartmoney.com uses a 125x615 skyscraper
-- Economist.com's skyscraper is 120x800
etc...
The IAB doesn't seem to offer any help defining the
medium either. Their only vertical banner is 120x240 in
size, far shorter than all of the ad sizes mentioned
above.
Do any media planners on the list have experience with
skyscraper ads? Should my company try to stick with one
of these sizes that another site has already defined?
I'm basically looking for insight on whether a
skyscraper will evolve into a standard ad size, much as
the 468x60 turned into the standard banner dimensions.
Any thoughts/opinions on the best size for skyscraper
ads?
Michael J. Madej
New Media Marketing Manager
IndustryWeek magazine
http://www.industryweek.com
Received on Fri Jan 19 2001 - 14:26:44 CST
