Revenue Optimization

Top Performing Banner Ad Sizes in 2022 [Best Practices Included]

Choosing ideal ad sizes for displaying ads to users is probably one of the most important things that publishers have to pay attention to. Today, a large variety of banner ad sizes is available, but that does not mean that the task is simplified.

Most Important Stats of Banner Advertising in 2022 

Banner Ads

  • Around US$168,000m of total ad spending will be generated through mobile banner ads in 2026.

  • The average person receives 1,700 banner ads per month, but only sees half of them.

  • The United States has the largest digital advertising market with ad spend reaching $242.54 billion in 2020.

If anything, having more choices can be more confusing. Ideally, publishers should first be aware of their inventory and website. For example, the type of website (heavy reading content or infographic-based) can be a determining factor for choosing the right banner ad sizes or formats. 

Other than that, having knowledge about the different banner ad sizes can also be of help for publishers. Due to this, we have tried to explain the different ad sizes that publishers have at their disposal right now, in addition to talking about banner ad sizes that perform the best, in this blog.

 Before moving on to ad sizes, here’s a bit of introduction to banner advertising.

What is Banner Advertising?

The term specifically refers to the use of rectangular ad sizes for displaying ads. The ad creative can be an image, text, or a combination of both these things. However, publishers might have noticed that image-based banner ads are the most popular.

The reasons for the widespread use of banner ads in the ad tech industry are that they can effectively help in building brand value, easy to implement, and can be used for retargeting

Publishers should also note that while the terms ‘banner ads’ and ‘display ads’ are often used interchangeably in the ad tech industry there is a slight difference between them.

The major difference lies in the fact that banner ads are a subset of display advertising. Display ads can be banner ads, interstitials, or video ads. In the current scenario, the term banner ads are primarily used to refer to different ad sizes. 

Banner Ad Sizes For Online Platforms

Google Banner Ad Sizes

Small Square Banner Ad – 200 x 200
Large Rectangle Banner Ad – 336 x 280
Google Square Ad – 250 x 250
Leaderboard Banner Ad – 728 x 90
Inline Rectangle Banner Ad – 300 x 250
Skyscraper Banner Ad – 120 x 600
Wide Skyscraper Banner Ad – 160 x 600
Half-Page Banner Ad – 300 x 600
Large Leaderboard Banner Ad – 970 x 90

Instagram Banner Ad Sizes

Image Source: HubSpot
Single Image Banner Ads – 400 x 500
Instagram Video Banner Ads – 400×500
Instagram Carousel Banner Ads – 1080 x 1080
Instagram Stories Carousel Ads – 1080×1920
Instgram Slideshow Banner Ads – 600 x 600
Instagram Stories Image Ads – 1080 x 1920
Instagram Stories Video Ads – 1080 x 1920

Facebook Banner Ad Sizes

Facebook Carousel Ads – 1080 x 1080
Facebook Marketplace Ads – 1200 x 628
Facebook Instant Articles Ads – 1200 x 628
Facebook Stories Ads – 1080 x 1920
Facebook Collection Ads – 600 x 600
Facebook Feed Image Ads – 1200 x 628
Facebook Feed Video Ads – 600 x 315
Facebook Right Column Ads – 1200 x 628

Why Does Banner Advertising Still Work?

The advertising industry has come a long way since display ads first came into being. While the whole concept of digital advertising was kicked off with banner ads back in the day, now publishers and advertisers have a number of innovative ad formats at their disposal.

 And surely, native ads or in-app ads have been proven to help publishers earn more revenue. But this does not indicate those banner ads are completely incompetent. Banner advertising has been a reliable way for publishers to earn ad revenue and for advertisers to enhance their brand awareness, and the fact that it is still in use alone says a lot.

 The key to creating an effective banner advertising strategy is to ensure that you are thinking outside the box. On the advertisers’ side, the banner ad should be as creative as possible, it should be eye-catching, and have a message that resonates with the user.

Publishers, on their end, can ensure that they are serving quality ads, which means having access to good demand partners. Such a strategy can definitely result in a successful banner ad campaign and help publishers get more impressions.

Examples of Banner Ad Sizes

Here are the different types of banner ads for desktop and mobile:

Medium Rectangle (300×250)

Leaderboard (728×90)

Wide Skyscrapper (160×600)

Half Page (300×600)

Large Rectangle (336×280)

Billboard (970×250)

Banner (468×60)

Half Banner (234×60)

Skyscraper (120×600)

Vertical banner (120×240)

Portrait (300×1050)

Large Leaderboard (970×90)

Square (250×250)

Small Square (200×200)

Small Rectangle (180×150)

Button (125×125)

Mobile Banner Ad Sizes

Mobile Leaderboard (320×50)

Mobile full page flex (320×320)

Large Mobile banner (320×100)

Square (250×250)

Small Square (200×200)

Top Performing Banner Ad Sizes

So, publishers do have a lot of options to choose from when it comes to banner ad sizes, but they need to see which ad size or sizes will give them the best results. Furthermore, some ad sizes are bound to perform better than others which can be because of a lot of reasons, for example, their placement.

To give publishers some idea about what ad sizes can help them earn more revenue, below is some information about the banner ad sizes that perform best:

Medium Rectangle (300×250)

Image Source: MonetizePros

This ad size is considered to be the best performing ad size, which is also why it is expensive. In order to leverage this ad size advantageously, it is advisable to put it above the fold. By doing so, publishers can expect high CPMs. Additionally, if you use a medium rectangle along with a leaderboard ad, you can get higher revenue.

Other than this, the large rectangle (336×280) is also a popular ad format. This banner ad size is quite similar to a medium rectangle but gives room for more content. 

Leaderboard (728×90)

Being a part of IAB standard ad units, leaderboard ads can be easily implemented. Moreover, the demand for these ad units is incredibly high in the market, which means the buying and selling process becomes easy. 

Leaderboards usually appear on the top of the page and therefore can be seen instantly by the user as they open the website. This being said, publishers can also experiment with placing these ads in between the main content and at the bottom to get better results. 

Wide Skyscraper (160×600)

Also known as ‘large skyscrapers’, wide skyscrapers are another popular banner ad size. They are mostly placed on the side of the page and remain in view even if the user scrolls down the page, thereby ensuring improved ad viewability.  

Wide skyscrapers came into existence to replace the conventional skyscrapers (120×600), as the latter didn’t provide much space for content. However, it is not advisable to completely ignore skyscrapers, since they can also give good returns to publishers. 

Mobile Leaderboard (320×50)

Mobile leaderboards are one of the most popular ad sizes or mobile, despite the fact that they are smaller mobile banner ads. On Google AdSense, these ads are listed as anchor ads, meaning that they stick to the bottom of the page and remain in view as the user scrolls down. 

Mobile leaderboard ads are known for providing a good user experience and are a good way to monetize mobile websites

Best Practices for Effective Banner Advertising

A/B Testing

In the previous section, we talked about banner ads that perform best. Although it is advisable to use popular ad sizes, publishers should not solely rely on them. It may better well be that some other ad format is performing better for a particular website based on the type of content.

So, publishers need to check properly which ad sizes are ideal for their websites. 

Deal With Banner Blindness

Banner blindness is a common phenomenon associated with banner ads since they are displayed constantly to the user. Eventually, users start to ignore ads which lead to reduced ad viewability. This can seriously hurt publishers’ revenue generation potential.

Therefore, in order to ensure that banner blindness doesn’t become a problem, publishers need to keep experimenting with their ad placements. For example, placing a leaderboard below the fold can be helpful. 

Use Ideal Ad Sizes For Mobile

As important as mobile web monetization is in this era, it can also be terribly tricky. The most important thing publishers need to keep in mind is to ensure that mobile ads are not intrusive in any way, as that can ruin the whole page experience.

In addition to this, it is important to provide users with a clear-cut way to get rid of the ad, if they want to do so. 

Banner Advertising Costs

Here we’ll be examining the costs of advertising on Google, Facebook, and Instagram.  The cost of banner ads is based on different pricing models:

Cost Per Mille (CPM)

The cost per mile method doesn’t require that a visitor clicks on the ad. The advertiser pays money per every 1000 users who view the ad.

Cost Per Click (CPC)

The CPC method pays for each ad click. In this method, advertisers pay a set amount of money when a user clicks on their ads. It allows for greater brand visibility to thousands of people.

Cost Per Action (CPA)

The CPA method is based on affiliate marketing. It is the most inexpensive method of advertising in which the advertiser will provide banner ads to an affiliate, and then the affiliate will pay money to post that ad on the web.

Cost structures for banner ads typically depend upon a CPC, CPM, or CPA model. The CPC model provides better sales conversions while the CPM is good for brand awareness and visibility.

Final Thoughts

The reason why banner advertising is a popular choice for publishers and advertising is the ease of implementation and high revenue potential. The large variety of banner ad sizes provides publishers with a way to monetize their website in diverse ways.

 However, it is always better to understand your inventory before going for any specific ad size. Even if you come across an ad size that is proving to be fruitful, experimenting with other sizes is a good way to go about website optimization. 

Frequently Asked Questions:

1. What are the standard banner ad sizes?

Some of the standard banner ad sizes are:

Medium Rectangle (300×250)
Leaderboard (728×90)
Wide Skyscraper (160×600)
Skyscraper (120×600)
Vertical banner (120×240)
Portrait (300×1050)
Large Leaderboard (970×90)
Small Rectangle (180×150)
Button (125×125)

2. What are the examples of mobile banner ad sizes?
Some of the standard mobile banner ad sizes are:

Mobile Leaderboard (320×50)
Mobile full page flex (320×320)
Large Mobile Banner (320×100)
Square (250×250)
Small Square (200×200)

3. Which banner ad sizes are the most popular?

The most popular banner ad sizes are:

The Medium Rectangle of size 300×250
Leaderboard of size 728×90
Mobile Leaderboard of size 320×50
Wide Skyscraper of size 160×600