Table of Contents
- What is a web banner and why is it important?
- Banner sizes for websites
- Banner Examples
- Summary Table of Main Banner Formats
- Banner dimensions for social media
- How to create an effective banner for websites
- Where to publish banners
- Benefits of web banners in marketing strategies
What is a web banner and why is it important?
A web banner is a graphic format used to promote a product or service on a webpage. It is one of the most common tools in online advertising, integrated into campaigns to capture users’ attention. These visual spaces, often appearing in strategic spots on a website, are designed to increase traffic or direct visitors to a landing page.
Their effectiveness lies in the combination of graphic elements, compelling text, and a clear call to action (CTA).
Clicking on a banner redirects users to a landing page where the offer, service, or product promoted through the banner is detailed.
A well-designed banner not only enhances the user experience but also delivers a significant return on investment (ROI) when placed in carefully chosen advertising spaces.
Banners often feature images, like the example of the pop-up below:
In the example below, you can even see three banners of different formats:
Banner sizes for websites
One of the first considerations when creating a banner is selecting the right size. Advertising banners come in various formats, but some standard sizes are universally recognized for their effectiveness:
- 468 x 60: a classic format known as the “Full Banner,” ideal for the top or bottom of a webpage.
- 300 x 250: the “Medium Rectangle,” highly popular on mobile and desktop due to its versatility.
- 728 x 90: known as the “Leaderboard,” often seen at the top of websites.
- 160 x 600: the “Wide Skyscraper,” well-suited for sidebars.
These formats are optimized to grab attention without disrupting navigation. Google Ads and other advertising platforms recommend these sizes to maximize the effectiveness of campaigns.
For a comprehensive list of formats and technical specifications for banners, you can refer to the IAB’s PDF, which provides details on weights and dimensions for optimal usability across devices.
Banner Examples
Billboard – 970×250
The Billboard is one of the largest and most eye-catching formats. With its 970×250 pixels, it is often placed at the very top of a webpage, above or just below the header.
Thanks to the wide space, it allows advertisers to deliver clear and creative messages, with high-impact visuals and strong calls to action. It is widely used in brand awareness campaigns because it captures the user’s attention immediately.
Example of a Billboard ad banner 970×250.
Smartphone Banner – 300×50 or 320×50
The 300×50 or 320×50 banners are the most common formats in the mobile advertising world.
They usually appear at the top or bottom of the screen, accompanying navigation without being overly intrusive.
They are ideal for campaigns with high impression volumes and concise, quick-to-read messages.
Example of a smartphone banner.
Leaderboard – 728×90
The Leaderboard 728×90 was one of the most popular formats during the early days of the web. Traditionally, it was placed at the top of the site, right next to the logo.
Even today, it is still in use, though less frequently, often positioned at the center of a page for good visibility without disrupting the browsing experience.
Example of a Leaderboard ad banner 728×90.
Super Leaderboard / Pushdown – 970×90
The Pushdown or Super Leaderboard measures 970×90 pixels and is a larger, more impactful version of the traditional leaderboard.
It is typically used on homepages or on high-traffic editorial sites, where it can guarantee strong visibility and higher click-through rates.
Example of a Pushdown ad banner.
Portrait – 300×1050
The Portrait is a tall vertical banner.
With its 300×1050 pixels, it usually appears in the side columns of a webpage, following the main content as users scroll. Thanks to its extended height, it’s perfect for campaigns with more detailed or creative messaging.
Skyscraper – 160×600
The Skyscraper is another vertical format, smaller (160×600 pixels) than the Portrait.
It is often placed in the website sidebar, remaining visible while users read the page. It’s suited for simple, straightforward messages that should accompany navigation without overwhelming the user.
Example of Portrait and Skyscraper banners side by side.
Medium Rectangle – 300×250
The 300×250 is one of the most popular and versatile formats.
It can be placed either in the sidebar or within the body of the text, making it very visible even on smartphones. It is ideal for short messages and achieves good performance both in impressions and clicks.
Example of a Medium Rectangle banner 300×250.
Small Banner – 120×60
The 120×60 is a very small banner and, for that reason, is rarely used today.
It adapts to many devices but is often hard to read, so it is generally reserved for logos, micro calls-to-action, or secondary links.bility.
Mobile Phone Interstitial
Interstitial banners are ads that take over the entire screen on a mobile device.
They often appear when opening or updating an app, or while browsing websites that monetize through more aggressive formats.
They guarantee maximum visibility but can be very intrusive if not managed carefully.
Examples of interstitial banners for smartphones.
Feature Phone Banners
- Small Banner: 120×20
- Medium Banner: 168×28
- Large Banner: 216×36
These formats were designed for old feature phones and are now largely obsolete. Their short height makes them hard to read and less effective, which is why taller mobile formats are generally preferred today
Summary Table of Main Banner Formats
| Format | Dimensions (px) | Typical Placement | Recommended Use |
|---|---|---|---|
| Billboard | 970×250 | Top of the page | Strong visual impact, branding campaigns |
| Smartphone Banner | 300×50 / 320×50 | Top or bottom on mobile | Short messages, high impression volume |
| Leaderboard | 728×90 | Site header, next to logo, or center of page | Historic format, good for instant visibility |
| Super Leaderboard / Pushdown | 970×90 | Homepage or main sections | Larger than leaderboard, higher CTR |
| Portrait | 300×1050 | Side columns | Creative campaigns with longer messaging |
| Skyscraper | 160×600 | Sidebar | Simple, clear messages, vertical visibility |
| Medium Rectangle | 300×250 | Sidebar or body text | Most popular, great for desktop and mobile |
| Small Banner | 120×60 | Various placements | Rarely used, good for logos or micro-CTA |
| Mobile Interstitial | Full screen | Mobile devices (apps/web) | Maximum visibility but intrusive |
| Feature Phone Small | 120×20 | Old mobile phones | Hard to read, nearly obsolete |
| Feature Phone Medium | 168×28 | Old mobile phones | Slightly better than small format |
| Feature Phone Large | 216×36 | Old mobile phones | Most legible of the three, still outdated |
Banner dimensions for social media
While not traditional banners, social media images have specific sizes to ensure optimal display.
For example, to update a Facebook profile you need to know that the ideal image that can include your face or your logo must have very specific dimensions.
Let’s see below all the banner formats for social channels
- Profile picture: 176 x 176 pixels on desktop, 196 x 196 pixels on smartphones.Cover photo: 851 x 315 pixels.Posts:
- Horizontal: 1200 x 630 pixels.
- Vertical: 630 x 1200 pixels.
- Square: 1200 x 1200 pixels.
- Profile picture: 165×165 px
- Size: 238×284 px
- Board pin: 238x
- Pin in feed: 238x (scaled height)
- Pin zoomed: 735x (infinite pixels)
- profile: 400×400
- header: 1500×500
- shared image: 440×220
- Profile image 320×320
- Maximum image resolution: 2048×2048
- Photos taken from mobile device: 612×612
- Square profile : 268×268
- Cover image: 1128×191
YouTube
- cover: 2560×1440
- profile 800 x 800
- tablet: 1,855×423
- mobile: 1,546×423
- tv: 2,560×1,440
- desktop: 2,560×423
How to create an effective banner for websites
Creating a successful banner requires a clear strategy. Key elements to consider include:
- Engaging design and text: A clean layout and a concise message are essential. Avoid overcrowding the banner with too much information.Visible CTA: Phrases like “Learn more,” “Buy now,” or “Start today” should stand out.Mobile optimization: Ensure the banner performs well on both desktop and mobile devices.Brand consistency: Use colors, fonts, and images that reflect your brand identity.Monitoring and testing: Tools like Google Analytics can help determine which banners perform best and how to optimize them.
A practical example could be a web banner ad promoting a product or service on sale, with a direct CTA such as “Save 20% now!“.
Where to publish banners
Choosing the right placement for your banner is crucial to the success of your advertising campaigns. Effective locations include:
- Ad networks like Google Ads: These enable you to reach a broad, targeted audience.
- Industry websites: Placing banners on platforms that share your target audience yields better results.
- Social media: Visual banners perform exceptionally well on platforms like Facebook and Instagram.
Benefits of web banners in marketing strategies
Web banners offer numerous advantages for businesses. They not only drive traffic to your website but also have a direct impact on sales and brand awareness.
When strategically placed and optimized, banners can:
- Attract new users.
- Strengthen brand identity.
- Promote interaction with specific products or services.
Investing in strategic ad spaces and high-quality design can make the difference between a campaign that stands out and one that goes unnoticed.
Sign up for the newsletter. Stay updated!
We will send you periodical important communications and news about the digital world. You can unsubscribe at any time by clicking the appropriate link at the bottom of the newsletter.
