Standard Banner Sizes For Most Effective Campaigns

Built a great product or service and now planning to market it?
Well you have arrived at the right place, digital marketing is the most cost effective medium with an ever increasing broadening reach. In this post I will take you through an indepth learning about standard banner sizes and how to create them for an efficient campaign.

What Is Display Advertising?

Banner display advertising is one of the many legs of digital marketing and let us understand it in a greater depth. Display advertising can reach relevant audience all across the interent. If you are beginner then I would suggest you to spare some time watching this video from GOOGLE’S DIGITAL GARAGE to understand what display advertising is? And if you understand it already then please skip the video.

Standard Banner Sizes

While creating banners for your display advertising campaign, it is very important to decide which sizes to use. The size of banners affect the performance of the campaigns and therefore the right choices can effectively boost the performance. There are standard guidelines created by the Interactive Advertising Bureau (IAB) on banner sizes which are accepted across all advertising networks, including the Google Display Network (GDN) as well.

standard banner sizes
Building your brand with standard banner sizes. IMAGE COURTESY

Here’s a list of standard banner sizes:

NameDimensions(px)Frequency UsageWeight
Medium Rectangle300×25040%< 150kb
Leaderboard728×9025%< 150kb
Wide Skyscraper160×60012%< 150kb
Half Page300×6005%< 150kb
Billboard970×2501%< 150kb
Large Rectangle336×280<1%< 150kb
Banner468×60<1%< 150kb
Half Banner234×60<1%< 150kb
Skyscraper120×600<1%< 150kb
Vertical Banner120×240<1%< 150kb
Portrait300×1050<1%< 150kb
Large Leaderboard970×90<1%< 150kb
Square250×250<1%< 150kb
Small Square200×200<1%< 150kb
Small Rectangle180×150<1%< 150kb
Button125×125<1%< 150kb

Popular Sizes – The Most Effective Banners

It is a very common mistake that many startups, brands do that they straightway go on building the complete size set of banners, believing that this way they leave no stone unturned or any corner unreached with all sizes set to reach all possible audience. Well, that’s not true! It may sound suprising but only 4 sizes can reach to 82% of your audience. You must not waste time and money to create 20 different display ad sizes, calmly just start with 300×250 Medium Rectangle and it will cover 40% of ad impressions and then adding remaining top 3 sizes will cover a total of 82% of ad impressions.

TOP 4 SIZES CONSTITUTE 82% OF ALL AD IMPRESSIONS

Medium Rectangle Ad (300×250)

All ad campaigns contain the Medium Rectangle. 40% of global inventory constitues of this standard 300×250 banner therefore making it the most important ad for your campaigns. It is versatile as it can perform well both on desktop and mobile that makes it the most popular.
THE MEDIUM RECTANGLE (300×250) AD LOOKS LIKE BELOW:

Standard Banner Sizes – Medium Rectangle Ad 300×250

This banner can often be found in content like text articles – new reports, editorials etc. As compared to other bigger formats it is considered less intrusive pertaining to its rectangular size.
Adding to its versatility the Medium Rectangle also performs well both as an image ad or a simple text ad. Being used widely Google has issued specific guidelines for 300×250 Medium Rectangle banners. It is imperative to follow the guidelines to make sure Google does not remove your ad.

THE GOOGLE DISPLAY NETWORK IS A GROUP OF MORE THAN 2 MILLION WEBSITES, VIDEOS, AND APPS WHERE YOUR ADS CAN APPEAR. DISPLAY NETWORK SITES REACH OVER 90% OF INTERNET USERS WORLDWIDE. – SOURCE COMSCORE

The full set of guidelines can be found them in Google AdMob guidance on the Medium Rectangle Ad. You can READ MORE ABOUT GUIDELINES HERE.

Leaderboard (728×90)

The Leaderboard is among the best-performing ad slots and therefore has to be an ad buy. It might be expensive but it is worth it because of its performance. The ad is generally placed at the top of the page making it the first thing a user will see. However many sites frequently also put a second 728×90 at the bottom of the page for additional revenue.
THE LEADERBOARD (728×90) AD LOOKS LIKE BELOW:

Standard Banner Sizes – Leaderboard Ad 728×90

The key advantages of Leaderboard ad are – a very high viewability, high impact results for advertisers, can be run both as a standard unit or an expandable format making it ideal for all types of rich media.

Wide Skyscraper (160×600)

Due to its longer size the 160×600 ad size is placed on the side of a page in order to show users the ad as they scroll down. The Wide Skyscraper generates a decent CPM but lesser as compared to both Leaderboard(728×90) and Medium Rectangle(300×250).
WIDE SKYSCRAPER (160×600) AD LOOKS LIKE BELOW:

Standard Banner Sizes – Wide Skyscraper Ad 160×600

If it is placed aligning with Medium Rectangle 300×250 ad along the right side of the page, it can make up part of a homepage takeover.

Half Page (300×600)

The Half Page (300×600) banner is a large format ad unit considered equivalent to a full page ad in a newspaper. Sometimes also called as Double MPU it provides a large area for advertisers to get their communication across with a high CTR (click through rate).
HALF PAGE (300×600) AD LOOKS LIKE BELOW:

Standard Banner Sizes – Half Page Ad 300×600

Key benefits of Half Page(300×600) banner are – the large format provides high visibility and more visibility drives incremental CTR (click through rates).

300×250 : Most Effective Banner For Both Mobile & Desktop
300×250 Medium Rectangle Performs Well Both On Desktop and Mobile

The Medium Rectangle (300×250) is the most popular, and it runs across desktop and mobile making it the most versatile as well. It should be used to design and test different styles and messaging.
Running this size on mobile can be tricky at times because it may garner a lot of accidental clicks. On the mobile the close button is often hard to find or while trying to tap on something else you may click on the ad.
You must decide your bidding accordingly, if you’re buying the most campgin CPM (cost per mille) campaign accidental clicks do not harm as your ad has been served and an impression made, but it buying on a CPC (cost per click) then accidental clicks will harm your campaign, as those users are not really interested in your product and therefore those clicks are a waste of your ad spends.

The best strategy is to explore CPM bidding on mobile and CPC bidding on desktop where there is enough visibility and distinction and moreover people interested in your product definitely click those banners where there is a clear value proposition and a compelling call to action.

Most Effective Banners On Google

If you are planning to run ads only on Google Display Network, then you must focus on only on 5 sizes of Medium Rectangle (300×250), Leaderboard (728×90), Large Rectangle (336×280), Half Page(300×600) and Large Mobile Banner (320×100) because according to GOOGLE THEY ARE THE TOP PERFORMING AD SIZES, so it is recommended not to spend the precious time of your designer in creating other ads that don’t matter efficiently for GDN.

Google’s Top Performing – Standard Banner Sizes
IAB Guidelines

According to the new IAB guidelines display ads need to be “distinguishable from normal web page content and the ad unit must have clearly defined borders and not to be confused with normal web content.” The ad sizing has be flexible as people may view your ad on different-sized screens. READ MORE DETAILS ABOUT IAB GUIDELINES FOR MOST EFFECTIVE BANNERS HERE.

Designing Your Banners

Now that you have understood display advertising and have a sound knowledge of ad units with their levels of efficiency and overall impressions share, it’s time to understand how to design your banners to get maximum attention and clicks.
Almost 11% of netizens today are using adblocker and lots of others just avoiding them out, a deep thought and design strategy needs to be devised to make sure people click on your ads when they see them.
And great display banners are all about a compelling visual story. The power of design cannot be underestimated or understated. 50% of marketers agree that design plays a massive role in how they succeed. Most importantly, design influences the first impression of the way consumers perceive your brand. In reality not every marketer or an upcoming brand or a startup or a small business owner that wants to run display campaigns is an expert designer. And if you are one of them, then let us have a look at how you can up your designs by applying basic principles of visual design and create most effective banners i.e. high CTR display ads.
The fundamental elements of a display ad are four main components:

  1. Your logo or company name ( To increase brand recall )
  2. A value proposition (An irresistible offer )
  3. An image of your product / service
  4. A compelling call to action 

YOUR VALUE PROPOSITION AND CTA ARE MOST IMPORTANT therefore they should be the most visually distinct elements. Place the logo at a distinct position and also don’t let the image obstruct the copy.

standard banner example
“Great example of banner ads from Amazon” – NEIL PATEL
Color Design

Color is vital part of design thinking while creating a brand, as it’s used to grab people’s attention and evokes their emotion. People associate color with brands. Imagine Coca-Cola with closed eyes and you will see a red bottle graphic, and wonder about Pepsi? Blue? that’s how people connect with brands.
The psychology behind color is fascinating and it needs attention while designing ads. Men and women have different color preferences, the studies show that the most popular colors among men are blue (57%) and green (14%), whereas women are into blue (35%) and purple (23%).

Most Liked Colors
Most Disliked Colors

Two most important questions need to be asked before deciding color pallette for your brands are:

  1. Who is my target audience and which colors will most appeal to them?
  2. What are people’s expectation from my brand and industry?

As a thumb rule, the color palette should be minimal. You should pick two or three main colors to use in ads. Using too many colors or building a rainbow of colors will distract the viewer from what is important. A couple of contrasting colors make the important parts stand out, like in this ad:

standard banner example
Create Standard Banner Sizes In Few Clicks

Too much of a design ask? think you cannot do it? don’t have resources, time or money?

Do not worry we have everything covered for you and our banner automation tools helps you create all critical sizes in a mere few clicks. Top performing and the most effective banners’ templates are available for your to use with an inbuilt royalty free stock images search engine to help you get perfect images for your banners without sweating for non copyright images and searching them differently and placing them on your ads, click on images to create all your banners with unlimited downloads.


Watch the demo video below to have a better understanding :

3 Easy Steps To Create Banners

Follow these steps to easily create your banners with countless variations and styles in mere few clicks.

Step 1 : Choose a template

Browse through high performing banner templates and select the one that suits your campaign.

standard banner sizes guide
Step 1 : Select a pre-made template
Step 2 : Add your proposition & accordingly a call to action

Type in your offer, make sure you don’t write extra or write less, as the copy will be visually updated for your understanding. Specific & crisp copy works the best.
In the example below, the proposition is of membership and therefore “Enroll Now” makes a clear call to action for the user.

Step 2 – Customise it your requirements
Step 3 : Brand it

Upload your brand logo, customise the colors theme suiting your brand.

Step 3 – Brand it to your theme

Let us know what you think in the comments below.

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