Here's how to master google banner ads and expand your brand reach


Banner Sizes: 2021's Most Effective Banners

Last updated on June 2nd, 2021

One of the most important things khổng lồ consider when creating banners for Display Advertising is which sizes to lớn use. The banner kích thước can have sầu a major effect on how ads perform – and the right choice can in fact boost your ad effectiveness.

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To help you out we’ve collected data from 4.8 billion ad impressions on millions of sites lớn bring you the most up to date statistics on banner usage for 20đôi mươi.

If you want to lớn know which banners are the most commonly used across the website, this guide is for you.

The top Banner Sizes sorted by how frequently they’re used

Common Web Banner Sizes

The Interactive Advertising Bureau (IAB) has created standardized guidelines on banner sizes, which work across all advertising networks, including the Google Display Network (GDN).

If you want lớn learn more about the different sizes và how comtháng they are, you will find the 15 most important formats in a handy chart below – together with how common they are, to lớn make it easier for you to lớn plan your chiến dịch.

You will also find a specific section for Smartphone ads below the first table.

Standard Banner Sizes

Size (Px)NameGlobal FrequencyWeightExample
300×250Medium Rectangle40%
160×600Wide Skyscraper12%
300×600Half Page5%
336×280Large Rectangle
234×60Half Banner
120×240Vertical Banner
970×90Large Leaderboard
200×200Small Square
180×150Small Rectangle

điện thoại Banner Sizes

Size (Px)NameGlobal FrequencyWeightExample
320×50mobile Leaderboard12%
320×320thiết bị di động Full Page Flex1%
320×100Large Mobile Banner
200×200Small Square

As you can tell from this list there’s quite a few sizes khổng lồ choose from when picking your ads – but the good news is that the absolute majority of impressions are made up of only 4 sizes! Read on khổng lồ learn more about which banners lớn focus on in your display advertising.

Which ad sizes are the most popular?

Our research shows thatthe different banner sizes are very unevenly distributed in their usage, with 4 variations dominating the digital advertising world.

89% of all ad impressions are made up of these 4 sizes:

300×250 Medium Rectangle 40%728×90 Leaderboard 25%320×50 sản phẩm điện thoại Leaderboard 12%160×600 Wide Skyscraper; 12%

Mapped out the distribution of global ad inventory looks lượt thích this:

Global Banner Inventory Distribution

When planning your display campaigns it could be wise lớn focus on these four sizes.

sản phẩm điện thoại Banner statistics

If you haven’t already shifted your advertising efforts to lớn a mobile-first focus it’s definitely a good time lớn start thinking about it.

điện thoại has passed desktop as the main device used for browsing, delivering 63% of all mạng internet traffic in 2017.

thiết bị di động ads can be displayed both when you’re browsing the website but also directly in apps.

Of the different ad sizes available for di động, one format clearly stands out aý muốn the rest; the 320×50 mobile Leaderboard.

Read on to lớn learn more about this format.

thiết bị di động Leaderboard (320×50)

The 320×50 banner is by far the most widely used ad for Smartphone, both in browsers & in apps. In fact, our research shows that:

12% of all global ad inventory is made up of the điện thoại Leaderboard.

If you want to lớn maximize your ad reach in 2018 I highly recommend having a few of these formats in your inventory.

What does a 320×50 di động Leaderboard look like?

Displayed at the bottom of apps & embedded in nội dung it looks lượt thích this:

Smartphone Leaderboard

This format is heavily used within apps, often displayed as a banner at the very bottom of the screen.

Here’s an example of in-app usage of the Smartphone Leaderboard:

In-ứng dụng mobile Leaderboard

Apps are quickly becoming one of the most comtháng ways people consume content, and if you want lớn be able to lớn reach potential customers while they’re browsing apps, this is the main format khổng lồ use.

Another format that works well on both Smartphone and desktop is the 300×250 Medium Rectangle. This is the most widely used banner size of all global inventory, with 40% of total reach.

Want khổng lồ know more about this type of ad? Keep reading!

Medium Rectangle Ad (300×250)

No Display Ad chiến dịch is complete without the Medium Rectangle. This standard banner has 40% of global inventory and is by far the most important inventory in your advertising arsenal.

The reason it’s so popular is that it works well on both điện thoại & desktop.

What does the 300×250 Medium Rectangle Ad look like?

On a desktop setting the Medium Rectangle looks lượt thích this:

300×250 Medium Rectangle Ad
Where is the Medium Rectangle used?

This banner is often embedded in nội dung lượt thích text articles. It’s usually perceived as less intrusive sầu than bigger formats.

The Medium Rectangle performs well both as a text version or an image ad.

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Here’s an example of an in-content ad that follows the GDN guidelines:

300×250 in-tiện ích Medium Rectangle Banner

On di động devices this format acts as a page-break for long pieces of content và if it’s well designed it creates a natural addition to websites that users don’t see as intrusive sầu.

Implementations & best practices of the Medium Rectangle Banner

Because of the quality form size and shape of the Medium Rectangle Ad – and it’s widely spread usage, Google has issued specific guidelines for this type of banner.

It’s important lớn note that if you fail khổng lồ follow the rules mix up by Google they may decide lớn remove your ad from the Google Display Network, which covers around 2 million websites và reaches up to 90% of all mạng internet users.

If you want to read the full phối of guidelines you can find them under the Google AdMob guidance on the Medium Rectangle Ad.

Simplified, the ad guidance for the 300×250 banner dimension look like this

300×250 GDoanh Nghiệp Policy

Ad mimicking tiện ích contentAds must be clearly distinguishable from phầm mềm content Ad overlapping with ứng dụng contentThe ads cannot cover the nội dung of the app Ad on screens with no contentDon’t place ads on “dead-end”-screens, meaning there must be a way to exit out of the screen without clicking the ad. Ad adjacent to lớn interactive sầu elementsAvoid accidental clicks on the banner by not placing it in too cthua kém proximity to other interactive sầu parts of an app, lượt thích a navigational thực đơn or a chat box. Custom cđại bại or dismiss buttons Cthua buttons should not overlap or be adjacent lớn the ad, since this causes a lot of accidental clicks

As a rule of thumb ads should be easily distinguishable from the general ứng dụng content. If users underst& that they’re looking at an ad, you should be in the clear.

The 300×250 banner should definitely be part of your banner inventory – as it works very well on both desktop and Mobile, and covers a huge part of global inventory.

The next banner on the các mục is the 728×90 Leaderboard. With 14% of global inventory this is an important ad to lớn use in your campaigns. Keep reading if you’re interested in learning more about this banner size.

Leaderboard Banner (728×90)

Also known as a Horizontal Banner, this is the 2nd most common ad kích thước aước ao global inventory, with 25% of global impressions. This banner combined with the Medium Rectangle và the di động Leaderboard should cover most of your Display Advertising needs.

The 728×90 Leaderboard is part of the IAB standard banner sizes, and works well on the Google Display Network.

What does a 728×90 banner look like?

On a desktop browser the ad is displayed lượt thích this:

728×90 Leaderboard Banner
Where is the Leaderboard Banner used?

The horizontal banner is usually displayed at the very top of websites – but sometimes also shows up at the bottom.

“Above sầu the fold” ads tkết thúc khổng lồ deliver better than banners at the bottom of a page – simply because fewer users scroll all the way khổng lồ the bottom of a trang web, và when they get there they may feel lượt thích they are already done with the content và are less likely to lớn cliông chồng on khổng lồ something else.

Example of a Leaderboard ad

Below is an example of a well designed Leaderboard Banner:

Flygbussarmãng cầu Leaderboard Banner

The last types of ads we’ll take a closer look at are the Wide Skyscraper, and the Skyscraper formats. These are not Smartphone friendly, & their reach is in decline, but are still widely used for desktop browsing.

Wide Skyscraper (160×600)

Sometimes called a Standing Banner, this is the more common of the two Skyscraper banners with 12% of global inventory.

There is a thinner version of this ad, simply called Skyscraper, with the size 120×600 that is aimed at websites that cannot accommodate the Wide Skyscraper, but when choosing between the two, the Wide Skyscraper is your safest bet.

More sites use this banner form size than the thinner Skyscraper và it’s placed along the sidebar of a website. About 12% of global ad inventory is made up of the Wide Skyscraper whereas only 0.2% consists of the thinner Skyscraper.

What does a 160×600 banner look like?

The Wide Skyscraper looks like this:

Wide Skyscraper Banner
Where is the Wide Skyscraper used?

The Wide Skyscraper is usually used along sidebars on websites và converts well both as text ads & image ads.

Example of a Wide Skyscraper ad
A Wide Skyscraper Banner from Marshall on Buzzfeed

Buzzfeed’s entire business is ad-based & they have sầu perfected the use of display ads in strategic locations. You can find a Wide Skyscraper on the right side of their main page.

As thiết bị di động has overtaken desktop as the main device for browsing the Skyscraper is becoming less và less relevant. I still recommend having one in your inventory for desktop và tablet devices, but if you have sầu limited resources for creating banners your focus could be better spent on other formats.


Display advertising is very much alive sầu and well in 2018, & khổng lồ create a successful campaign you don’t need a huge stable of inventory.

You can successfully cover both your desktop & điện thoại reach by starting with with 4 varieties of ads, and exp& as you start seeing results.

If you focus on these 4 dimensions you’ll cover over 89% of global inventory:

300×250 – Medium Rectangle Ad320×50 – Smartphone Leaderboard728×90 – Leaderboard Banner160×600 – Wide Skyscraper

It’s important to lớn keep sản phẩm điện thoại in mind when creating your Display Campaign. The majority of internet traffic nowadays comes from Smartphone & ads should be created to lớn accommodate this.

The 300×50 mobile Leaderboard displays well both in apps and in web browsing on sản phẩm điện thoại, and the Medium Rectangle works on both Smartphone & desktop.

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There are specific guidelines for the Medium Rectangle ad and it’s important to lớn keep these in mind when creating ads for the Google Display Network. The guidelines can be found here.

Now that you know a bit more about banner sizes, it’s time to lớn get creative! The next guide will show you have sầu to lớn get started with our 5 steps to creating the perfect banner. Don’t miss out!

Do you know anyone that could use some help with creating banners? Share this article & maybe you’ll get a cookie!

Do you want lớn learn more about programmatic advertising? Have sầu a look at our ultimate guide: What is programmatic advertising?