During any browsing session, you’ve likely encountered dozens of banner ads—and for good reason. These ads are popular because they’re versatile, eye-catching, and cost-effective. So much so that global ad spending on digital banner advertising is projected to reach $174.10 billion in 2024. The first banner ad made its debut online in 1994, and since then, banner ads have become a fundamental pillar of digital advertising. Over the years, they have evolved into a highly effective tool for promoting brands and driving website monetization. For publishers looking to monetize their websites or boost existing ad revenue, banner ads are an essential part of any effective display advertising strategy.
Success with banner ads, however, depends on more than just placement—it’s about choosing the right sizes. The right size can transform an ad from something users overlook into one that grabs attention and drives clicks. If you're unfamiliar with banner ads and the most common types, look no further. In this guide, we’ll explore what banner ads are, why they’re valuable for both publishers and advertisers, what the most common banner ad sizes are, and best practices to maximize their performance.
What Are Banner Ads?
Banner ads are rectangular-shaped display ads designed to promote brands, websites, or products across the internet. As a key part of display advertising, they offer a visually appealing way to connect with audiences. Effective banner ads use compelling graphics, concise messaging, and strong calls-to-action to increase brand awareness, drive traffic, and boost conversions.
Typically, banner ads are strategically placed in high-traffic areas of a webpage, such as the top (header), sides (sidebars), or bottom (footer), for maximum visibility. Their prominent placement helps capture user attention without disrupting the browsing experience. These ads act as a link for visitors to learn more about a product or service. When clicked, they take users to the advertiser's website or landing page, encouraging more engagement
How Does Banner Advertising Work?
Running banner advertising is a simple process made up of a few steps to make sure ads reach the right audience. Here’s a more detailed look at how it works:
- Advertiser uploads an ad: Advertisers create visually appealing banner ads that align with their campaign goals.
- Publishers allocate ad space: Publishers reserve spaces on their website where ads will appear.
- Ad networks facilitate placements: Platforms like Google Ads or AdSense match ads with available spaces based on audience relevance.
- Users interact with ads: Once the ad goes live, users can click on it, leading to the advertiser's desired landing page. The effectiveness of a banner ad is measured by CTR (Click-Through Rate), which tracks the percentage of impressions that result in clicks.
Banner advertising works by bringing advertisers, publishers, and ad networks together to show the right ads to the right people at the right time.
How Banner Advertising Works for Publishers
Banner advertising allows publishers to monetize their websites by providing space for advertisers to display their ads. Here's how the process typically works:
- Join a Display Ad Network: Publishers sign up with a display network like Google AdSense.
- Add a Script to Your Website: The network provides a script to embed on the site.
- Automatic Ad Display: Once added, the script automatically displays banner ads, eliminating the need for manual updates.
- Earn Revenue: Publishers earn money depending on the advertising model used:
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- CPM (Cost Per Mille): Publishers earn revenue based on the number of ad impressions, typically measured per thousand views. This model is ideal for websites with high traffic volume, even if user engagement with the ads is low.
- CPC (Cost Per Click): Publishers earn revenue each time a user clicks on an ad. This model prioritizes user interaction and is often more lucrative for sites with an engaged audience likely to click on ads.
In both cases, metrics like CTR (Click-Through Rate) and the quality of website traffic play a key role in determining a publisher’s earnings.
Why Are Banner Ad Sizes Important?
The size of an ad is a key factor in determining how visible and effective it will be, and banner ads are no exception. Choosing the right size leads to:
- Better engagement: Larger or well-placed banner ads capture attention more effectively.
- Optimal compatibility: Using standard banner ad sizes ensures compatibility across platforms and ad networks, adhering to industry specifications.
- Improved performance: Certain banner ad sizes have proven to deliver higher click-through and conversion rates.
- Enhanced user experience: Banner ads are most effective when they seamlessly integrate with the webpage’s design, creating a smooth and non-intrusive experience for users.
Advertisers and publishers both benefit from sticking to the most popular banner ad sizes, as these are more likely to deliver results and align with industry standards.
Most Common Banner Ad Sizes in 2025
Choosing the right banner ad size depends on factors like the website, the type of ad campaign, and the measurements of the device your audience is using (mobile or desktop). While certain banner sizes are popular due to their high visibility, it's equally important to consider which sizes work best with your website's layout and design to maintain a good user experience. The most popular banner ad sizes widely used in the industry include:
| Banner Ad Type | Top Of Page
| In-Content | Sidebar | Mobile Friendly |
|---|---|---|---|---|
| 728 x 90 pixels (Leaderboard) | ✅ | ❌ | ❌ | ❌ |
| 320 x 50 pixels (Mobile Leaderboard) | ✅ | ❌ | ❌ | ✅ |
| 336 x 280 pixels (Large Rectangle) | ❌ | ✅ | ❌ | ✅ |
| 300 x 250 pixels (Medium Rectangle) | ❌ | ✅ | ✅ | ✅ |
| 120 x 600 pixels (Skyscraper) | ❌ | ❌ | ✅ | ❌ |
| 160 x 600 pixels (Wide Skyscraper) | ❌ | ❌ | ✅ | ❌ |
| 970 x 250 pixels (Billboard) | ✅ | ❌ | ❌ | ❌ |
728x90 pixels (Leaderboard)
A Leaderboard banner ad is a wide, rectangular ad measuring 728x90 pixels. It is typically placed at the top of a webpage, making it one of the first things users see when they visit a site. Used by 57% of advertisers and recognized by Google as one of the top-performing ad sizes, Leaderboard banners work well because they are large and placed in a prominent spot, making them highly visible. Their wide shape gives plenty of room for eye-catching designs and clear messages, making them great for building brand awareness and getting clicks.
320x50 pixels (Mobile Leaderboard)
A Mobile Leaderboard banner ad (320x50 pixels) is a compact, horizontal ad, typically positioned at the top or bottom of a mobile webpage or app. Its small size makes it less intrusive while still catching users' attention. It performs well because it fits perfectly on mobile screens, offering high visibility without disrupting the user experience. Its strategic placement ensures it’s seen as users interact with content, leading to higher engagement and click-through rates.
336x280 pixels (Large Rectangle)
A Large Rectangle banner ad (336x280 pixels) is a popular ad format often placed within or next to content on a webpage. Its size offers good visibility without being too disruptive, making it great for grabbing users' attention without overwhelming them.
300x250 pixels (Medium Rectangle)
A Medium Rectangle banner is a widely-used ad format with dimensions of 300x250 pixels. It is popular for its versatility and compatibility with both desktop and mobile screens. Medium Rectangle banners perform well because they fit seamlessly into various webpage layouts, such as within content or sidebars. Their size is large enough to capture attention without overwhelming the user, making them ideal for boosting visibility and engagement.
120x600 pixels (Skyscraper)
A skyscraper banner ad (120x600 pixels) is a tall, vertical ad that appears on the sidebars of webpages. Its large, narrow design makes it highly visible, especially as users scroll through content. The ad's large size and placement make it more noticeable than smaller ads, catching attention without disrupting the page layout. Skyscraper ads perform well because they stay visible longer and effectively reach users as they browse.
160x600 pixels (Wide Skyscraper)
A Wide Skyscraper banner ad is a vertical online ad measuring 160x600 pixels. It is designed to fit neatly into the sidebars of webpages, offering a tall and narrow format that grabs attention without disrupting the content flow. Positioned alongside content, they stay in view as users scroll because of their sticky effect, making them ideal for increasing brand exposure and click-through rates. Their format also allows for creative, visually appealing designs that effectively communicate messages or promotions.
970x250 pixels (Billboard)
A Billboard banner ad (970x250 pixels) is a large, rectangular ad that typically appears at the top or bottom of a webpage. Its size makes it highly visible, ensuring that users notice it as they browse. It’s often used for high-visibility campaigns, and its wide space also gives advertisers the flexibility to showcase multiple elements, like images and text, creating a more compelling ad.
By understanding your audience, matching ad sizes with your site’s layout, and considering the strengths of each format, you can create a strategy that improves the user experience and draws in advertisers. The right ad sizes aren’t just about looking good—they’re a crucial part of optimizing your monetization strategy.
Top Strategies for Maximizing Revenue from Banner Ads
We’ve established that banner ads are a key tool for publishers looking to monetize their websites effectively. However, creating ads that engage users and drive results requires more than just an eye-catching design. Poorly optimized ads can harm the user experience, slow down your site, and fail to capture attention.
To get the best results from your banner ads, it's important to follow some simple best practices that focus on making the user experience better, improving performance, and placing ads where they’ll get noticed. Here are some easy tips to help you make the most of your banner ads while keeping your site looking great:
- Optimize for Mobile: More users are using their phone to browse the web, with mobile traffic accounting for more than half of web traffic. There’s nothing worse than ads that aren’t compatible with mobile screens, so it's essential that your banners are optimized for smaller screens. Make sure your text is legible, images scale well, and buttons are easy to click on mobile devices.
- Improve Page Load Times: A study found that 40% of users will abandon a site if it takes longer than three seconds to load. With this in mind, banner ads should load quickly to prevent users from leaving your site. Compress images, use modern file formats like WebP, and try lazy loading so ads below the fold load later. You can also use tools like server-to-server (S2S) or client-to-server (C2S) tech to deliver ads faster. Slow ads can hurt your user experience and reduce your revenue, so keeping things speedy is key!
- Place Ads Strategically: Consider where you place your banners on the page. Ads that blend naturally with content—such as in-article or sidebar positions—tend to get more attention. Avoid overwhelming users with too many ads on a single page, as this can lead to ad fatigue.
- Test, test, test!: Experiment with different banner designs to see which ones resonate best with your audience. A/B testing can help you determine the most effective placements. Regularly review performance data and make adjustments to improve results.
By focusing on making your ads mobile-friendly, speeding up your page load times, placing ads in the right spots, and regularly testing your strategies, you can ensure your banner ads are effective and improve the user experience. These simple steps will help you boost engagement and get the most out of your banner advertising.
Ad Optimization: Why Customization is Key
Ad optimization isn’t a one-size-fits-all approach. What works on one website might not work on another because every site is different—whether it's the layout, the audience, or the type of content. That’s why it's so important to try out different banner formats and placements to make sure they fit well with your website's design and grab your audience’s attention.
We understand that managing these factors—testing, analyzing, and optimizing ads for different devices—can feel overwhelming, especially for publishers trying to juggle content creation and site maintenance. That’s where partnering with an ad optimization expert like Snigel can lift a weight off your shoulders. Our AdOps experts take the guesswork out of ad management bycreating a custom ad strategy that aligns with your website’s unique needs. They handle everything from banner testing to performance tracking, making sure you get the best results without the stress.
Now is the perfect time to take your ad strategy to the next level. Reach out to us today to learn how Snigel can help you maximize your revenue while maintaining an excellent user experience.
Elysée is Snigel's Marketing Executive. She keeps our team up-to-date by researching and writing about the latest AdTech trends and creates our publisher newsletter. With a background in academia, Ely is passionate about making complex industry topics clear and engaging for readers.
