How do advertisers and media buyers decide on the ideal ad size for their marketing campaign? What features do we consider to ensure that we meet the needs of our audience?

Our last article introduced one of the marketing and creative tools we routinely leverage in our acquisition efforts; HTML5 banner ads. HTML5 is the fifth and newer version of HTML. It contains all the features of HTML but with additional tags like < video > , < audio > , < canvas > etc. It supports the latest multimedia features such as music, making its output more advanced than standard graphics.

HTML5 banners are popular among advertisers due to their more significant creative potential and better clickthrough rate. One of the most critical advantages of HTML5 banners is their use across different platforms, sites, and devices. A video banner, for example, may play a video as soon as the user hovers over the ad space. On the other hand, dynamic feeds within banners could tailor the message to the user viewing the ad.

They sound great so far, don’t they? So, how do we figure out which banners to consider for optimal results?

Banners to Consider

There is no denying the effectiveness of banner ads, as they offer excellent visual stimulation. One of the essential features to keenly consider is your banner ads’ sizes. Here is a list of the standard banner ad sizes available:

The best banner ad to employ depends on where you want to advertise and the amount of inventory space you can leverage, especially for your bid strategy. The Selling-side Platform (SSP) GoogleAdX dominates the digital advertising world, covering over 2 million websites and reaching up to 90% of all internet users. It would be wise to consider what has worked well for advertisers using different SSPs. Alternatively, you can also discover other advertising opportunities using Demand-Side Platforms (DSPs) to tap into various SSPs within specific markets, territories, and apps.

Size Matters. For instance, large banner ads that are displayed on the upper part of the web page grab the targeted customer’s attention quicker than other ads. On the other hand, we need to make sure that we can find enough supply for the selected sizes.

The below chart can be used as an indicator of the supply you can expect at your DSP for the top 8 sizes we’ll discuss in this article:

Medium Rectangle 300x350


Leaderboard 728x90


Wide Skyscraper 160x600


Mobile Leaderboard 320x50


Half Page 300x600


Large Leaderboard 970x90


Large Rectangle 336x280


Large Mobile Banner 320x100


With that said, here are some top-performing Banner Ad Sizes.


You need these for sure.

Advertisers have many options to pick from for banner ad sizes. Still, the key to getting the best results is to take notice of details such as placement and inventory availability in the advertising platform you are using. A few of the best performing banner ad sizes are listed below:

Medium Rectangle

300 x 250 (Mobile, Desktop, Tablet)

This size is best used when embedded in the website text or at the end of them. It is considered to be the best-performing ad size overall, hence why it is a significantly more expensive option. This banner is a must-have since it’s very dominant across mobile, tablet, and desktop. Most DSPs and Media Buyers estimate that this size accounts for around 41% of online advertising space.


728 x 90 (Desktop, Tablet)

This size is prevalent because it generates high conversion rates. Leaderboards usually appear on the top of the page and, therefore, can be seen instantly by users when they open the website. Most advertisers use it to display brand names, texts, and logos. The demand for these ad units is incredibly high in the market, with estimates putting the total supply at 24% across the networks.

Wide Skyscrapers

160 x 600 (Mobile, Desktop, Tablet)

Wide Skyscrapers are also known as ‘large skyscrapers’ and are commonly placed on the side of the page. The ad size remains in view even as the user scrolls down the page, ensuring improved ad viewability.

Mobile Leaderboard

320 x 50 (Mobile)

This is an ad size only available to smartphone viewers. They are usually at the bottom of the page and remain in view as the user scrolls down. Mobile Leaderboards are an excellent way to monetize mobile websites and apps and are known for providing a good user experience.


Other options to expand reach further.

Consistency is the key to prolonging consumer attention when you’re trying to promote your business (Forbes, 2021). The marketing rule of seven states that it takes an average of seven interactions with your brand before a purchase takes place. With social media taking the world by storm, this frequency is believed to have gone up to about 10 times. That means that advertisers need to be more strategic and aggressive in making sure internet users are seeing their brand frequently. Needless to say, it benefits your brand to gain further reach by using a wider variety of banner ad sizes. Here are additional banner ad sizes you can consider adding to your campaign:

Half-page Ad

300 x 600 (Mobile, Desktop, Tablet)

The half-page ad’s larger height and wider width enshrine it as one of the most attention-grabbing sizes. This banner is ideal for placing next to content on desktop or within the mobile page as users scroll through. This size offers higher payouts, making it the most preferred format by advertisers and publishers.

Large Leaderboard

970 x 90 (Desktop, Tablet)

It is also known as ‘Super Leaderboard’ due to its large and immersive nature. Best practice would be to place it ‘Above The Fold’ because having it prominently positioned produces high viewability.

Large Rectangle

336 x 280 (Mobile, Desktop, Tablet)

This ad size is popular because it grabs the visitor’s attention due to its visibility, increasing the chance of a click. It is best placed within text or at the end of a page.

Large Mobile Banner

320x100 (Mobile)

This banner is typically placed at the bottom of mobile screens. Though its size disqualifies it from being a strong revenue driver, it is good for CPM campaigns, where monetizing impressions is the main goal.

Quick Takeaways

HTML5 banner ads are a popular choice for advertisement because they return high impression, clickthrough, and conversion rates.

Size matters. Larger banner ads placed conspicuously at the top or side of a web page work better than smaller ads and buttons.

– The medium Rectangle could be the best performing banner ad size, but it should not be the only ad type in your campaign. A little variety will ensure peak results.

Do you have any questions? Reach out to us and let us know!

VANE IVY is a digital performance consultancy with a mission to chart your business towards growth. Using our background in deep research, passion for marketing and affinity towards tech, we’re here to help you and your brand gain visibility from the right audiences.