Have you ever wondered what size your online ad should be?
As you’re here, probably you did. And you’re not alone! We know that choosing the right size for your online banner is important for getting the most out of your advertising.
And as we understand that time and money are… let’s say metaphorically, precious commodities, we’ve created this simple guide to equip you with everything you need to know about banner sizes.
From understanding their significance to identifying the top performers for your advertising goals, our aim is to simplify the process of finding the perfect fit for your needs. So, let’s talk banner sizes.
The first questions related to banner sizes began when online banners started appearing around 1994.
Back then, HotWired, an online extension of Wired magazine, came up with the idea of selling ad space on its website, similar to print media. These graphic ads resembled the banners seen in print; hence, they were called “banner ads.”
Since then, they have been defined and kept the same definition until today, also leading to the possibility of defining the banner sizes.
DEF. So, banner sizes refer to the dimensions (width and height) of digital banners used for online advertising. It serves as a visual call to action, aiming to grab users’ attention and direct them to the advertiser’s desired landing page.
Banner sizes are typically measured in pixels, the smallest building blocks of an image on a screen.
The first-ever banner ad was bought by AT&T, who placed a basic image on HotWired. Clicking on the image directed users to AT&T’s website. This moment marked the beginning of online advertising, and since then, online banners have evolved significantly, incorporating features like animation, video, and interactive elements.
Standard Banner Sizes
Back when digital banners first appeared, they popped up on websites all over the place chaotically. With various sizes popping up randomly, that created problems for both advertisers and visitors:
- Advertisers – Designing ads for various sizes on different websites was time-consuming and expensive.
- Visitors – Inconsistent ad sizes disrupted browsing, with large ads sometimes blocking content.
That’s why some standardization was needed to tidy things up a bit. As a result, some standard banner sizes emerged. And that’s how organizations like the Interactive Advertising Bureau (IAB) stepped in to standardize these sizes, ensuring that banners work well on all websites and ad networks.
Thanks to the efforts of these organizations, we now have standard banner sizes to follow, each with its own advantages and best practices for use. The most important standard banner sizes (IAB standard sizes) are:
- Medium Rectangle: 300×250;
- Wide Skyscraper: 160×600;
- Large Mobile Banner: 320×100;
- Full Banner: 468×60;
- Half Page Ad: 300×600;
- Mobile Leaderboard: 320×50;
- Leaderboard: 728×90;
- Billboard: 970×250;
- Large Leaderboard: 1160×65.
Although standardizations have been established, it’s important to note that some websites or platforms also allow for custom banner sizes. While standard ad sizes provide a consistent foundation, custom sizes enable brands to unleash creativity, maximize unique ad spaces, or tailor campaigns for specific goals.
Why is it Important to Choose the Proper Size for Your Banner?
Improving the impact of your banner ad starts with choosing the correct size, a choice that plays a significant role in how your message connects with your audience.
This significance is underlined by the strict standards implemented by advertising networks, DSPs, SSPs, and ad exchanges, in line with the guidelines set by the IAB.
Here are three key reasons accentuating the importance of banner ad size:
Maximizing Visibility and Impact
The right size ensures your banner grabs attention and effectively communicates your message.
A banner that is too small might blend into the background, while an oversized one can be overwhelming and detract from the website’s content.
So, finding the “sweet spot” ensures your banner stands out without becoming intrusive.
Improve Loading Speed
Picking the wrong banner advertising format and size can slow down site loading, impacting the user experience.
For instance, if image ads have a resolution that’s too low for the slots, they’ll appear blurry or low-quality, damaging the brand’s reputation and user experience.
Prevents Accidental Clicks
Incorrect ad sizes can lead to accidental clicks. Ad messages should settle an appropriate portion of the user’s screen. Choosing banner ad sizes wisely will avoid irritating users, leading to better brand loyalty.
Now, let’s take a look at the top-performing banner sizes that could shape the future of your campaigns and marketing efforts.
To provide you with the most reliable and industry-recognized options, we’ve gathered statistics, information, and data from various sources, including our own platform, Sevio Ad Manager, as well as Statista and industry leaders like Google and Match2One.
Medium Rectangle (banner ad size 300×250)
The medium rectangle (300×250), also referred to as MPU (Medium Page Unit) or MREC (Mid Rectangle), is a commonly used banner ad size found on websites and web applications. We can consider it in the adtech industry as the banner size with the top-performing potential (of course, also considering the campaign goals, target audience, and other factors), according to insights from Google and Match2One.
Placement: Strategically positioned within the content, these ads can be found in the middle of the page, on sidebars, or at the bottom.
Popularity: The medium rectangle’s popularity arises from its well-balanced size and versatility. It’s not too large to be intrusive, yet sizable enough to convey information effectively. This format accommodates text, images, and animations, making it suitable for diverse ad campaigns.
Recommended Campaigns: This format suits various objectives but generally is the best for brand awareness, product promotions, and lead generation. Its capability to showcase diverse content and attract user attention makes it versatile for different ad campaigns.
Leaderboard (banner ad size 728×90)
The leaderboard banner (728×90), also known as the horizontal banner, is a wide and prominent banner ad size commonly found at the top of web pages, just below the navigation bar. It’s also sometimes referred to as a super banner.
Placement: It is almost exclusively on desktop websites due to its size not being well-suited for smaller screens. Also, it is primarily placed above the fold, at the top of the page, offering high visibility to users.
Popularity: The leaderboard is one of the most popular and widely adopted banner ad sizes due to its placement (its placement at the top of the page ensures users are likely to see it) and ability to showcase larger and more impactful creative elements (allows for more creative freedom with space for impactful visuals, text, and even interactive elements).
Moreover, publishers widely adopt it, offering good reach potential across various websites.
Recommended Campaigns: Itstands out in campaigns where creating maximum visual impact and boosting brand recognition are essential. Its big format and prominent position make it ideal for enhancing brand awareness, highlighting new product launches with eye-catching visuals, and driving clicks and conversions for performance campaigns with compelling imagery and clear calls to action.
Large Rectangle (banner ad size 336×280)
The large rectangle (336×280) banner ad format balances the size of the medium rectangle and the prominent position of the leaderboard.
Although the Interactive Advertising Bureau removed this format from its list of most popular ones, it remains a top choice and high-performing banner format for Google Ads and other platforms due to its excellent performance and high eCPM.
Placement: This format is versatile and works effectively on both desktop and mobile websites. It’s typically placed within the content area, sidebars, or at the bottom of the page. This format can serve as a page break or an endpoint for an organic article.
Popularity: Its moderate size ensures good visibility without disrupting the user experience. Moreover, it can adapt various creative elements such as text, images, and animations, making it suitable for diverse campaigns.
Recommended Campaigns: This format is excellent for promoting brand awareness through storytelling and visual elements. It’s also effective for product promotions, allowing space to showcase product features and benefits. Additionally, its larger size makes it suitable for lead generation campaigns, enabling the inclusion of forms or clear calls to action for capturing user information.
Wide Skyscraper (banner ad size 160×600)
The wide skyscraper (160×600) is a tall and slim banner ad format commonly used to occupy website space and draw attention to the sidebar.
Sometimes referred to as a super skyscraper or standing banner, it measures 160 pixels wide by 600 pixels high.
Placement: Typically situated on the sidebars of desktop websites, either on the right or left side. Placed strategically, it offers good visibility alongside the main content without disrupting the user’s reading experience.
Popularity: This format is favored for its high visibility, capacity for creative content, and non-intrusiveness. Despite its narrow width, its height allows for displaying engaging visuals, text, and small animations.
Moreover, it provides a less disruptive user experience compared to larger formats. Advertisers often choose this banner ad for its affordability, even though it occupies a larger ad space.
Recommended Campaigns: The wide skyscraper is ideal for brand awareness campaigns due to its vertical format, which effectively displays brand logos and messaging. Additionally, it works well for product promotions by showcasing product images or highlighting specific features.
Avoid placing this banner too close to the navigation menu to avoid accidental clicks. While popular, the narrow width may limit the information effectively conveyed. Ensure your content is concise and visually appealing for optimal impact.
Half-Page (banner ad size 300×600)
The half-page banner ad, also known as a double rectangle, measures 300 pixels wide and 600 pixels tall. While the name “half-page” is not entirely accurate as it doesn’t cover half the typical website height, it does offer significant vertical space compared to other banner formats.
Placement: Primarily found on desktop websites, this format is strategically positioned on sidebars or occasionally integrated within the content area, sometimes positioned above the fold for maximum visibility. It’s not recommended for mobile because its size exceeds most mobile screen heights.
Popularity: This format offers a unique blend of features like high visibility, as it occupies a substantial portion of the page, attracting user attention and promoting memorability due to its size. Impactful visuals offer ample space to showcase products, services, or brand messages with compelling visuals, including images and even short videos. Strategic use because it can be effective for location-based campaigns on desktop since its size can capture user attention.
Recommended Campaigns: This format can be valuable for specific desktop campaigns, such as brand awareness, product launches, or lead generation.
The increased space allows for a prominent display of brand elements, logos, and storytelling to build brand recognition.
Also, it offers the ability to showcase new products with detailed features and benefits through visuals and engaging content.
The larger format can accommodate forms, calls to action, and additional information, making it suitable for capturing user information.
Are These Top Banner Sizes Mobile-Compatible Too?
Out of the top-performing banner ad sizes listed above, only medium rectangle (300×250) is suitable for mobile campaigns without any display issues.
However, remember that there are some banner ad sizes designed particularly for mobile use, the most popular in addition to the one we already mentioned being:
- Mobile Leaderboard (320×50);
- Large Mobile Banner (320×100);
- Square (250×250);
- Small Square (200×200).
Sevio Ad Manager empowers publishers and advertisers to achieve success on their own terms. This is because Sevio offers flexibility in banner ad sizes, allowing publishers to choose from established standard banner sizes or custom sizes that best suit their needs.
This ensures publisher satisfaction and enables them to effectively connect with advertisers, ultimately leading to a mutually beneficial outcome.
Standard Banner Sizes vs. Custom Banner Sizes: What to Choose?
There’s a common belief that sticking to standard banner sizes is the safest bet because people are accustomed to seeing them. But is playing it safe always the best strategy?
The Two Schools of Thought
Marketers are divided into two camps regarding banner sizes. Some staunchly advocate for standard sizes, especially the widely recognized “golden standard” – the medium rectangle. They argue that familiarity breeds trust and leads to superior outcomes.
On the other hand, supporters of custom sizes highlight that valuable insights can be gleaned through analyzing past campaigns and experimenting with various formats to guide the selection of the most effective option.
They contend that the optimal size depends on several factors, which we will discuss below.
Key Considerations for Selecting Banner Sizes
1. Targeted Audience
It all starts with your target audience. Who are you trying to reach? Are youngsters glued to their phones? Professionals browsing on desktops?
Understanding their age, device preferences, and browsing habits is crucial. For example, younger audiences are more likely to see mobile banners, while desktop users might encounter larger formats.
2. Placement
Banner size can impact where your ad appears on a webpage or app, influencing how many people see it. Consider “above-the-fold” placements, which are visible without scrolling.
While platforms don’t offer exact placement control, specific standard sizes like the leaderboard (728×90) are more likely to show up above the fold.
Remember, the “fold” position changes depending on the device, so what’s visible on a desktop might not be on the phone.
3. Budget
Banner size can influence cost, but it’s not the sole factor. Website banner pricing depends on ad inventory, format (image, video), placement, targeting, and even the ad network. While larger sizes may have higher inventory costs due to limited space on webpages, it’s difficult to make a blanket statement about cost based solely on size.
4. Copy
The right banner size ensures your message is clear and impactful. Stuffing too much information into a small banner can lead to an unreadable mess. Even small size differences can significantly impact effectiveness.
Remember, your goal is not just to be seen but to be understood and trigger action (clicks, conversions).
Wrapping Up
So, banner ads are essential to successful online advertising campaigns and have proven to be highly effective in reaching target audiences. To optimize your campaign’s impact, it’s crucial to select the right banner size carefully.
By considering factors such as your audience demographics, campaign objectives, and platform specifications, you can choose a size that effectively captures attention, conveys the message clearly, and enhances the overall user experience.
However, remember, there’s no one-size-fits-all solution. Standard sizes offer a reliable foundation, while custom sizes provide flexibility for specific needs. Experiment, analyze, and adapt to discover the perfect fit for your next campaign.
