I see skinning as being almost like the online equivalent of buying naming rights to a stadium or sports arena.
I dont think it hurts existing ads unless you lose color contrast or something. But at the same time, if it is a competing vendor, by having the lions share of the visibility the skinned vendor will likely get the click first if someone is shopping that particular product. But that could happen simply by the competing vendor having a larger normal ad or more obnoxious flash banner as well.
The real key is the same as any other form of advertising, you've gotta be creative, funny and fresh to grab someone's attention. If you run the same campaign, same ads for 6 months, you're going to see ever diminishing returns.
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