What is a 120×600?
The 120×600 ad unit is a now defunct IAB standard ad unit historically referred to as a skyscraper. The skyscraper size was 120 pixels wide by 600 pixels tall. The 120×600 skyscraper ad size was retired in 2011 by the IAB.
The skyscraper ad size has now been changed to 160×600 (which is sometimes called a super-skyscraper or wide-skyscraper). The skyscraper size was changed due to the consistently bad performance of the 120×600 (due to being very small compared with the 160×600).
Whatever the skyscraper dimensions, it is generally placed on the side of a page so as to show to users an ad as they scroll down the page. This makes a skyscraper ad (of both types) somewhat immune to demands for above the fold placements.
This skyscraper ad size however still remains somewhat frequently in use so should not be ignored. It is now more commonly served through a multi-size ad slot with a 160×600 ad unit, so that either ad size can appear in the same ad slot.
What it looks like
The skyscraper dimensions are 120 x 600 pixels:
|or a live example >|
120×600 Advice for Site Owners
You can generally expect a quite low CPM for this ad unit. However it should not be rejected outright due to how common it still is. Add it to a multi-sized ad tag with a 160×600 for incremental revenue.
This ad slot is often difficult to fill (whether using a 120×600 or 160×600) due to lack of demand, so having both options available is the best choice.
120×600 Advice for Ad Buyers
We would not recommend using a 120×600 when building your own advertising. Salespeople will often try and convince ad buyers that this unit is good because it remains on a users page for longer. However the performance does not support this view.
If the cost to you is minimal to create a 120×600 then we always recommend testing everything. You should find your own advertising sweet spot! In general we wouldn’t expect this ad size to be a winner though.
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Author: Justin Driskill
Justin is the founder of The Online Advertising Guide and a freelance Digital Projects Manager.