What is a 160×600?
The 160×600 ad size is generally placed on the side of a page, so as to show users an ad as they scroll down the page. This makes skyscrapers (of both types) somewhat immune to demands for above the fold placements.
The 160×600 was brought in to replace the old 120×600 skyscraper ad unit because of it’s consistently better performance (due to being very large compared with the 120×600). The 120×600 however still remains somewhat frequently in use so should not be ignored. The 160×600 is still more commonly served through a multi-size ad slot with a 120×600 ad unit, so that either ad size can appear in the same ad slot.
What it looks like
The super skyscraper dimensions are 160 x 600 pixels:
|or a live example >|
160×600 Advice for Site Owners
You can generally expect a reasonable CPM for this ad unit, however it will often be lower than the 728×90 or 300×250.
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.
160×600 Advice for Ad Buyers
We would recommend using when building your own advertising. It will not always be your best performer, however it is does pretty well usually.
You should expect to pay slightly less than a 300×250 or 728×90 ad unit for a 160×600.
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Author: Justin Driskill
Justin is the founder of The Online Advertising Guide and a freelance Digital Projects Manager.