Display Ad Sizes: Do They Really Matter?

 If you’re planning any online advertising, you should be aware of the top performing ad sizes and which will be the most effective for your digital advertising campaign. Unfortunately, there’s not one universal banner ad size that performs best across the board, but there are a few standouts that take top honors.




The options seem endless when looking at ad sizes—should you go with a standard banner, leaderboard, square, or any one of the other choices? When it comes down to the nitty-gritty, some digital ads just have better viewability rates than others, but that doesn’t mean that they aren’t all great options. While wider ads, like 970x250 and 728x90, come out on top with high in-view rates, the in-view time (seconds) is lower than many other ad sizes. A horizontal ad at the top of the page will make a statement, but as soon as the user scrolls down the page, it’s gone. Vertical banner ads see the longest in-view time because of their length, posting times of 21.8 seconds for a 300x600 ad. Ultimately, your overall goals, click through rates, or viewability rates will determine which ad size is best for you.



With mobile users’ screen time constantly increasing, the scope of advertising on a handheld device is expanding. The standard ad banner (320x50) is the most widely accepted size when it comes to mobile advertising, and 60% of the available mobile display ads are standard banners. These ads don’t post as high a CTR as full-page ads, but they post the best in-view rates for mobile. Another popular mobile ad size is 300x250—this space allows advertisers more real estate to get their message out, and a better visualization of the brand.  A full-page interstitial on mobile is yet another successful placement, as it posts the highest average click-through rate of 1.82%

Of course, every advertising campaign is unique, so remember that one size does not fit all. You can’t go wrong with any ad size, as they each have pros and cons. Keeping your campaign goals in mind will help you determine which banner ad size is best for your particular campaign.


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