Glossary: Skinning

When you skin (or add "wallpaper") to a website, you typically fill the remnant space on either side of the page content with your branding creative. As well, the wallpaper may show in the "whitespace" within the content. Skinning allows all of the content of a site to remain unobstructed, while allowing for interesting, attention-grabbing branding executions. Skinning can make the site appear as if it's being directly sponsored by the advertised brand.

Of course, a bad skin (too busy, too ugly, too intrusive) can have a negative effect on a visitor's experience. While skinning is better than using a voken, it must still be handled carefully to create a good experience for the visitor, the advertiser, and the publisher.