The Wide Skyscraper Format
The 160x600 wide skyscraper is one of the IAB Universal Ad Package formats that has been a staple of web advertising since the early 2000s. Its tall, narrow profile is specifically designed for sidebar placements on content-driven websites, where it runs alongside articles and page content. The format replaced the original 120x600 skyscraper by providing 33% more width, which gave advertisers significantly more creative flexibility. While newer large-format units like the 300x600 half page have gained popularity for premium campaigns, the 160x600 remains widely deployed because it fits in narrower sidebars that cannot accommodate wider ad units.
Design Challenges and Solutions
Designing for a 160-pixel-wide canvas presents unique challenges. Horizontal space is extremely limited, so text must be set in a narrow column, and imagery needs to work in a vertical composition. Effective skyscraper designs typically use a stacked layout: brand logo at the top, a vertical product image or illustration in the middle, and a call-to-action button at the bottom. Keep body text to a maximum of two to three words per line to maintain readability. Use bold, high-contrast colors for the CTA button since the narrow width makes it harder to draw attention to clickable elements. Animated HTML5 creatives can leverage the vertical space by using scroll-like animations that reveal content from top to bottom.
Declining Usage and Modern Alternatives
The 160x600 wide skyscraper has seen declining usage as web design trends have shifted. Many modern websites use full-width responsive layouts without traditional sidebars, reducing available placement opportunities for this format. Mobile devices, which now account for the majority of web traffic, cannot display a 160x600 unit effectively. Publishers who still maintain sidebar layouts increasingly prefer the 300x600 half page unit for its larger creative area and higher CPMs. However, the 160x600 remains relevant for news sites, forums, and content-heavy pages that maintain a classic two or three column layout. When building an ad creative set, include the 160x600 if your campaign targets these types of publishers.
Implementation and Technical Specifications
For publishers implementing the 160x600 ad slot, ensure the sidebar container is at least 180 pixels wide to allow for margins. The ad slot should be positioned near the top of the sidebar so the upper portion of the creative is above the fold. Static image creatives should stay under 150KB. For HTML5 animated units, keep the initial load under 200KB with a maximum animation length of 30 seconds, ending on a static final frame. Consider implementing a sticky sidebar behavior using CSS position:sticky so the ad remains visible as users scroll through long articles. Test the ad slot across viewport heights ranging from 768px to 1440px to ensure it displays properly on common desktop resolutions.