Banner Ad Sizes Guide: Every Platform's Specifications

⚡ Quick Banner Ad Size Reference

🎯 Top 5 Banner Ad Sizes (By Performance):

1. Medium Rectangle (300x250) - Most common display ad size
2. Large Rectangle (336x280) - Higher CTR than 300x250
3. Leaderboard (728x90) - Top of page placement
4. Wide Skyscraper (160x600) - Sidebar premium placement
5. Mobile Banner (320x50) - Mobile-optimized standard

💡 Universal Display Sizes:

• 300x250 - Works everywhere, most inventory
• 728x90 - Desktop headers
• 320x50 - Mobile standard
• 300x600 - Half-page tall
• 970x250 - Billboard above content

📊 Banner Ad Performance:

• Display ads reach most internet users
• Average CTR: Low but measurable
• Top performers: Higher engagement
• Mobile ads: Generally perform better

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📐 IAB Standard Banner Ad Sizes

The Interactive Advertising Bureau (IAB) sets industry-standard ad sizes. These ensure your ads work across ad networks and platforms.

Desktop Banner Ad Sizes

1. Medium Rectangle (300x250)

• Usage: Most common display ad size
• Placement: In-content, sidebar, footer
• Performance: Most common display ad size
• CTR: Standard performance
• Best For: Product showcases, clear CTAs, versatile content
• Why It Works: Large enough for creative, small enough for placement flexibility

2. Large Rectangle (336x280)

• Usage: Premium alternative to medium rectangle
• Placement: In-content, above fold
• Performance: Slightly better than 300x250
• CTR: Above average
• Best For: Detailed product info, strong visuals
• Why It Works: More space without being intrusive

3. Leaderboard (728x90)

• Usage: Top of page banner
• Placement: Header, above content
• Performance: High visibility, lower CTR than rectangles
• CTR: 0.06% average
• Best For: Brand awareness, wide product images
• Why It Works: Prime position, catches attention immediately

4. Wide Skyscraper (160x600)

• Usage: Tall sidebar banner
• Placement: Right or left sidebar
• Performance: High engagement on content-heavy sites
• CTR: 0.07% average
• Best For: Multiple messages, scrolling content
• Why It Works: Stays visible as users scroll

5. Half Page (300x600)

• Usage: Large vertical ad unit
• Placement: Sidebar, often premium placement
• Performance: High impact, premium pricing
• CTR: 0.10% average
• Best For: Rich media, video, interactive content
• Why It Works: Impossible to miss, space for storytelling

6. Billboard (970x250)

• Usage: Large above-content banner
• Placement: Top of page, above article
• Performance: Maximum impact, expensive
• CTR: 0.08% average
• Best For: Major campaigns, product launches
• Why It Works: Dominates screen, captures full attention

7. Large Leaderboard (970x90)

• Usage: Alternative to standard leaderboard
• Placement: Top of page
• Performance: More space than 728x90
• CTR: 0.06% average
• Best For: Brand awareness on wide screens
• Why It Works: Modern wide-screen optimization

8. Portrait (300x1050)

• Usage: Very tall sidebar ad
• Placement: Right sidebar on long content pages
• Performance: Premium placement, high visibility
• CTR: 0.09% average
• Best For: Multi-product showcases, storytelling
• Why It Works: Enormous real estate, multiple CTAs possible

9. Square (250x250)

• Usage: Small square ad
• Placement: Sidebar, in-content
• Performance: Lower than medium rectangle
• CTR: 0.05% average
• Best For: Simple messages, icon-based creative
• Why It Works: Compact, non-intrusive

10. Small Rectangle (180x150)

• Usage: Small inline ad
• Placement: In-content, between paragraphs
• Performance: Low impact but less intrusive
• CTR: 0.04% average
• Best For: Native-style ads, subtle placements
• Why It Works: Blends with content

Mobile Banner Ad Sizes

1. Mobile Leaderboard (320x50)

• Usage: Standard mobile banner
• Placement: Top or bottom of mobile screen
• Performance: Most common mobile ad
• CTR: 0.35% average (higher than desktop!)
• Best For: App monetization, mobile web
• Why It Works: Optimized for mobile screens

2. Large Mobile Banner (320x100)

• Usage: Taller mobile banner
• Placement: Top or bottom of screen
• Performance: 2x height of standard
• CTR: 0.40% average
• Best For: More creative space on mobile
• Why It Works: More visible without being intrusive

3. Mobile Medium Rectangle (300x250)

• Usage: Same as desktop but mobile-optimized
• Placement: In-content on mobile
• Performance: High engagement on mobile
• CTR: 0.45% average
• Best For: In-app ads, mobile article content
• Why It Works: Large enough to see, small enough to fit

4. Mobile Full Screen (320x480)

• Usage: Full mobile screen interstitial
• Placement: Between content/app screens
• Performance: Very high impact, can be annoying
• CTR: 2-5% average (but high bounce)
• Best For: App installs, major promotions
• Why It Works: Impossible to miss (use sparingly!)

Video Ad Sizes

1. In-Stream Video (640x360 or 640x480)

• Usage: Video that plays before/during content
• Placement: Video players
• Performance: High engagement with video content
• CTR: 1-2% average
• Best For: Product demos, storytelling
• Why It Works: Captive audience watching video

2. Out-Stream Video (300x250 or 300x600)

• Usage: Video in display ad placements
• Placement: In-content, sidebar
• Performance: Auto-play with sound off
• CTR: 0.5-1% average
• Best For: Silent video content, motion graphics
• Why It Works: Movement catches attention

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🎨 Banner Ad Design Best Practices

Design Elements That Convert

Clear Value Proposition:

• State benefit in 5 words or less
• Answer: "What's in it for me?"
• Make promise obvious and specific

Strong Call-to-Action:

• Action verbs: "Get," "Try," "Start," "Download"
• Contrasting button color
• Button sized for fingers on mobile
• Create urgency: "Limited Time," "Today Only"

Use our B2B Call to Action Generator for effective CTA copy.

Visual Hierarchy:

• Most important element largest
• Eye naturally flows top-to-bottom, left-to-right
• Use contrast to guide attention
• Leave breathing room (white space)

Brand Consistency:

• Use brand colors
• Include logo (but don't dominate)
• Maintain visual identity
• Consistent style across ad sizes

Mobile Optimization:

• Larger text (readable without zooming)
• Bigger buttons (thumb-friendly)
• Simplified design (less detail works better)
• Fast load times (under 150KB)

Technical Specifications

File Requirements:

• Format: JPG, PNG, GIF, or HTML5
• Max File Size: 150KB (smaller = better)
• Animation: Max 30 seconds if animated
• Frame Rate: 24-30 FPS for HTML5
• No Flash: Not supported anymore

Resolution:

• 72 DPI for digital (higher is wasteful)
• RGB color mode (not CMYK)
• Save for web optimization
• Test on retina displays

Safe Zones:

• Keep critical elements 10px from edges
• CTAs shouldn't touch borders
• Allow for potential cropping
• Test on actual ad placements

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🎯 Platform-Specific Banner Ad Sizes

Google Display Network

Recommended Sizes:

• 300x250 (Medium Rectangle)
• 336x280 (Large Rectangle)
• 728x90 (Leaderboard)
• 300x600 (Half Page)
• 320x50 (Mobile Banner)
• 320x100 (Large Mobile Banner)

Google Responsive Display Ads:

• Automatically resize to fit
• Upload images: 1200x628 (landscape), 1200x1200 (square)
• Headlines: 5 options up to 30 characters
• Descriptions: 5 options up to 90 characters
• Google AI optimizes combinations

Facebook Ads

Feed Placements:

• 1200x628 (link ads)
• 1080x1080 (single image)
• 1200x1200 (square feed)

Story Ads:

• 1080x1920 (9:16 vertical)
• Full screen mobile experience

Right Column:

• 254x133 (desktop only)
• Smaller, less prominent

Learn more about Facebook ad specifications.

Instagram Ads

Feed:

• 1080x1080 (square)
• 1080x1350 (portrait 4:5)
• 1080x566 (landscape)

Stories:

• 1080x1920 (9:16 vertical)
• Safe zone: Center 1080x1420

Reels:

• 1080x1920 (9:16 vertical)
• Similar to Stories specs

LinkedIn Ads

Sponsored Content:

• 1200x627 (landscape)
• 1200x1200 (square)

Text Ads:

• 50x50 (small square image)
• 100 character headline

Message Ads:

• 300x250 (banner in message)

Twitter/X Ads

Image Ads:

• 1200x675 (16:9 landscape)
• 1200x1200 (1:1 square)

Website Cards:

• 800x418 (card image)
• 800x800 (square option)

YouTube Ads

Display Ads:

• 300x60 (mobile)
• 300x250 (desktop)

Overlay Ads:

• 480x70 (banner overlay)
• 728x90 (large overlay)

Video Thumbnail:

• 1280x720 (for custom thumbnails)

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💰 Banner Ad Size Performance & Strategy

Highest Converting Sizes

By CTR:

1. Large Mobile Banner (320x100) - High mobile engagement
2. Mobile Medium Rectangle (300x250) - Best mobile performance
3. Half Page (300x600) - Strong desktop performance
4. Large Rectangle (336x280) - Above average
5. Medium Rectangle (300x250) - Consistent performer

By Availability:

1. Medium Rectangle (300x250) - Most common
2. Leaderboard (728x90) - Very common
3. Wide Skyscraper (160x600) - Common
4. Mobile Banner (320x50) - Common on mobile
5. Large Rectangle (336x280) - Less common

Campaign Strategy by Goal

Brand Awareness:

• Best sizes: 728x90 (Leaderboard), 970x250 (Billboard)
• Placements: Above the fold, homepage takeovers
• Creative: Strong visuals, logo prominent
• Metrics: Impressions, reach, brand lift

Direct Response:

• Best sizes: 300x250, 336x280 (Rectangles)
• Placements: In-content, contextually relevant
• Creative: Clear offer, strong CTA
• Metrics: CTR, conversions, ROAS

Mobile App Installs:

• Best sizes: 320x50, 320x100, 300x250 mobile
• Placements: In-app, mobile web
• Creative: App screenshot, clear benefit
• Metrics: Install rate, cost per install

Retargeting:

• Best sizes: All standard sizes (wide reach)
• Placements: Across display network
• Creative: Product-specific, urgency
• Metrics: Return rate, conversion rate

Budget Allocation by Size

Conservative Approach (Proven Performers):

• Primary: Medium Rectangle (300x250)
• Important: Mobile Banner (320x50/100)
• Important: Leaderboard (728x90)
• Important: Large Rectangle (336x280)

Aggressive Approach (Premium Placements):

• Focus: Half Page (300x600)
• Focus: Billboard (970x250)
• Include: Medium Rectangle (300x250)
• Include: Mobile Medium Rectangle (300x250)
• Include: Wide Skyscraper (160x600)

Testing Approach:

• Start with medium rectangle (300x250)
• Add top 3-4 sizes to campaign
• Run 2 weeks, analyze performance
• Scale budget to best performers
• Keep testing new sizes quarterly

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🛠️ Banner Ad Creation Tools

Design Tools:

• Canva - Templates for all standard sizes
• Adobe Express - Professional ad creation
• Bannersnack - Specialized banner tool
• Google Web Designer - HTML5 ad builder
• Figma - For designers

Ad Builders:

• Google Ads Editor - Responsive display ads
• Facebook Ads Manager - Auto-optimized creative
• Creatopy - Animated banner maker
• Flashtalking - Enterprise ad platform

Testing Tools:

• Google Display Planner - Audience and placement research
• Facebook Ad Library - Competitor ad research
• AdEspresso - A/B testing platform
• Optimizely - Multivariate testing

Use our Social Media Image Size Tool for quick size references.

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📱 Responsive vs. Fixed Size Ads

Responsive Display Ads (Recommended)

Pros:

• Automatically fit available ad space
• One creative works across sizes
• AI-optimized for performance
• Less production work

Cons:

• Less creative control
• May not look perfect in all sizes
• Requires trust in platform AI

Best For: Most campaigns, small teams, testing

Fixed Size Ads

Pros:

• Complete creative control
• Pixel-perfect design
• Consistent brand experience
• Better for complex creative

Cons:

• Need multiple sizes (more work)
• Miss some ad inventory
• Higher production costs

Best For: Premium campaigns, brand campaigns, large teams

Hybrid Approach (Best):

• Create fixed sizes for top 3-5 placements
• Use responsive for remaining inventory
• Get quality + coverage

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Frequently Asked Questions

What is the most common banner ad size?

The medium rectangle (300x250) is the most common banner ad size, representing the largest share of display ad inventory. It works well across desktop and mobile, fits in sidebars and in-content placements, and provides enough space for effective creative without being intrusive. It's called the "workhorse" of display advertising because it performs consistently across industries and campaign types.

What are the standard IAB banner sizes?

Standard IAB banner sizes are: Medium Rectangle (300x250), Large Rectangle (336x280), Leaderboard (728x90), Wide Skyscraper (160x600), Half Page (300x600), Billboard (970x250), Large Leaderboard (970x90), Portrait (300x1050), Mobile Banner (320x50), and Large Mobile Banner (320x100). These sizes are universally accepted across ad networks and platforms, ensuring your ads display correctly everywhere.

What banner ad size has the highest CTR?

Mobile banner sizes typically achieve higher engagement than desktop. The Mobile Medium Rectangle (300x250 on mobile) performs best, followed by Large Mobile Banner (320x100) and standard Mobile Banner (320x50). Desktop Half Page (300x600) leads desktop sizes. Mobile outperforms desktop because users are more engaged and ads are more prominent on smaller screens.

Should I create separate ads for each size?

It depends on your goals and resources. For most campaigns, use responsive display ads that automatically resize. For premium campaigns where brand presentation matters most, create fixed-size ads for your top 3-5 placements (300x250, 728x90, 320x50, 300x600, 160x600), then use responsive ads for remaining inventory. This hybrid approach balances quality with coverage.

What file size should banner ads be?

Banner ads should be under 150KB file size for best performance. Smaller files load faster, improving user experience and ad performance. Most platforms enforce this limit. For HTML5 ads, Google allows up to 150KB. Optimize images using tools like TinyPNG or Squoosh. Save as JPG for photos, PNG for graphics with transparency, or use HTML5 for animations to keep file sizes small.

Do I need different banner sizes for mobile?

Yes, mobile requires specific sizes. Mobile Banner (320x50) and Large Mobile Banner (320x100) are mobile-specific standards. Mobile Medium Rectangle (300x250) works but should be mobile-optimized with larger text and buttons. Responsive ads automatically adapt, but for best mobile performance, create dedicated mobile creative with larger CTAs and simplified design.

What makes a banner ad effective?

Effective banner ads have: 1) Clear value proposition (benefit stated in 5 words or less), 2) Strong call-to-action with action verbs, 3) High contrast and visual hierarchy, 4) Brand consistency (colors, logo, style), 5) Mobile optimization (larger text and buttons), 6) Fast load time (under 150KB), 7) Simple design (less is more). Test multiple variations to find what resonates with your audience.

How many banner ad sizes should I create?

Start with 3-5 core sizes that cover most inventory: Medium Rectangle (300x250), Leaderboard (728x90), Mobile Banner (320x50), Wide Skyscraper (160x600), and optionally Half Page (300x600). These sizes work across most placements. Add more sizes if you see missed opportunities in specific placements or if you're running premium campaigns requiring pixel-perfect design.

Ready to create effective banner ads? Use our Social Media Image Size Tool for quick references, B2B Call to Action Generator for compelling CTAs, and Marketing Plan Generator to plan your display campaigns. Also explore our visual identity guide for consistent brand design.