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Standard banner sizesStandard banner sizes

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners are delivered by a central ad server.

 

Sizes in bold are part of the IAB`s Universal Ad Package 
NameWidth / pxHeight / pxAspect ratio
Rectangles and Pop-Ups
Medium Rectangle3002501.2
Square Pop-Up2502501
Vertical Rectangle2404000.6
Large Rectangle3362801.2
Rectangle1801501.2
3:1 Rectangle3001003
Pop-Under7203002.4
Banners and Buttons
Full banner468607.8
Half banner234603.9
Micro bar88312.84
Button 1120901.33
Button 2120602
Vertical banner1202400.5
Square button1251251
Leaderboard728908.09
Skyscrapers
Wide skyscraper1606003.75
Skyscraper1206005
Half page ad300600

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Standard web banners included into the IAB`s Universal Package and Ad Units Guidelines  are supported by major ad serving companies. This is particularly relevant for IAB members such as Adform, AppNexus, Chitika, Conversant, Epom, HIRO, Mixpo, SpotXchange, ZEDO, and many others. Additionally, ad serving providers may offer other, non-standard banner sizes and technologies, as well as the support of different online advertising formats (e.g. native ads).

However, standard banner ad sizes are constantly evolving due to consumer creative fatigue and banner blindness. Ad companies consistently test performance of ad units to ensure maximum performance for their clients. Some publishers that are known for their unique, custom executions include BuzzFeed, CraveOnline, Quartz (publication), Thought Catalog, Elite Daily, Vice Media, Inc., Mic (media company), and many others. According to media research firm eMarketer, such types of custom executions through publisher direct buys are on the rise, with Native advertising spending to hit over $4.3 Billion by the end of 2015.

 

The banner ad played a significant role in enabling the rapid development of paid advertising on the Internet. With the standard formats, operation (clickable link to a destination), and pricing system (impressions), the banner ad enabled any Web site to sell advertising, and provided the operating requirements for ad server companies, such as NetGravity, to develop the systems needed to operate and track Web-based advertising.

The banner ad was also unique, as compared to advertising appearing in then comparable media, such as newspapers and magazines. Unlike advertising in periodicals, the banner ad encouraged media consumers to actually leave the media service or product and go to a separate media environment (typically a Web site operated by the advertiser). In contrast, readers viewing newspaper or magazine advertising are not encouraged to leave the periodical. Rather, the message of the advertising is itself intended to influence the reader.

Standard banner sizes


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