The Must-Have Banners For 2023 - Match2One

12/31/23, 10:10 PM Banner Sizes: The Must-Have Banners for 2023 | Match2One
The Match2One Blog

Find inspiration and expert advice on how to get the most out of your digital
advertising
Banner Sizes: The Must-Have Banners for 2023
Last updated on September 14th, 2023
One of the most important things to consider when creating banners for Display Advertising is which sizes
to use. The banner size can have a major effect on how ads perform – and the right choice can in fact
boost your marketing results.
To help you out we’ve collected data from 4.8 billion ad impressions on millions of sites to bring you the
most up-to-date statistics on banner usage.
If you want to know which banners are the most commonly used across the web, this guide is for you.
Do you need advice on how to create banners that convert? Book a demo for a free consultation session
on how you create banners that boost campaigns!
https://www.match2one.com/blog/standard-banner-sizes/ 1/29
The top Banner Sizes sorted by how frequently they’re used
In Match2One’s Creative Studio you can build your own animated banners for programmatic campaigns in
minutes.
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 to learn more about the different sizes and how common they are, you will find the 15 most
important formats in a handy chart below – together with how common they are, to make it easier for you
to plan your campaign.
You will also find a specific section for mobile ads below the first table.
Standard Banner Sizes
Size (Px) Name Global Frequency Weight Example
300×250 Medium Rectangle 40% < 150kb
728×90 Leaderboard 25% < 150kb
160×600 Wide Skyscraper 12% < 150kb
300×600 Half Page 5% < 150kb
970×250 Billboard 1% < 150kb
336×280 Large Rectangle <1% < 150kb
468×60 Banner <1% < 150kb
234×60 Half Banner <1% < 150kb
120×600 Skyscraper <1% < 150kb
120×240 Vertical Banner <1% < 150kb
300×1050 Portrait <1% < 150kb
970×90 Large Leaderboard <1% < 150kb
250×250 Square <1% < 150kb
200×200 Small Square <1% < 150kb
180×150 Small Rectangle <1% < 150kb
125×125 Button <1% < 150kb
Mobile ads have seen a major upswing in recent years. These are the different banner sizes that work well
on mobile:
Mobile Banner Sizes
Size (Px) Name Global Frequency Weight Example
320×50 Mobile Leaderboard 12% < 150kb
320×320 Mobile Full Page Flex 1% <150kb
320×100 Large Mobile Banner <1% < 150kb
250×250 Square <1% < 150kb
200×200 Small Square <1% < 150kb
As you can tell from this list there’s quite a few sizes to 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 to learn more about
which banners to focus on in your display advertising.
Which ad sizes are the most popular?
Our research shows that the 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 Mobile Leaderboard 12%
160×600 Wide Skyscraper; 12%
Mapped out the distribution of global ad inventory looks like this:
Global Banner Inventory Distribution
When planning your display campaigns it could be wise to focus on these four sizes.
Mobile Banner statistics
If you haven’t already shifted your advertising efforts to a mobile-first focus it’s definitely a good time to
start thinking about it.
Mobile has passed desktop as the main device used for browsing, representing 59% of all internet traffic
in 2023 so far.
Mobile ads can be displayed both when you’re browsing the web and directly in apps.
Of the different ad sizes available for mobile, one format clearly stands out
among the rest; the 320×50 Mobile Leaderboard.
Read on to learn more about this format.
Mobile Leaderboard (320×50)
The 320×50 banner is by far the most widely used ad for mobile, both in browsers and in apps. In fact, our
research shows that:
12% of all global ad inventory is made up of the Mobile Leaderboard.
If you want to maximize your ad reach in 2023 we highly recommend having a few of these formats in your
inventory.
What does a 320×50 Mobile Leaderboard look like?
Displayed at the bottom of apps and embedded in content it looks like this:
Mobile 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 Mobile Leaderboard:
In-app Mobile Leaderboard
Apps are quickly becoming one of the most common ways people consume content, and if you want to be
able to reach potential customers while they’re browsing apps, this is the main format to use.
Another format that works well on both mobile 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 to know more about this type of ad? Keep reading!
Medium Rectangle Ad (300×250)
No Display Ad campaign 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 mobile and desktop.
What does the 300×250 Medium Rectangle Ad look like?
On a desktop setting the Medium Rectangle looks like this:
300×250 Medium Rectangle Ad
Where is the Medium Rectangle used?
This banner is often embedded in content like text articles. It’s usually perceived as less intrusive than
bigger formats.
The Medium Rectangle performs well both as a text version or an image ad.
Here’s an example of an in-content ad that follows the GDN guidelines:
300×250 in-app Medium Rectangle

Banner
On mobile devices, this format acts as a page-break for long pieces of content and if it’s well designed it
creates a natural addition to websites that users don’t see as intrusive.
Implementations and best practices of the Medium Rectangle Banner
Because of the unique size and shape of the Medium Rectangle Ad – and its widespread usage, Google
has issued specific guidelines for this type of banner.
It’s important to note that if you fail to follow the rules set up by Google they may decide to remove your
ad from the Google Display Network, which covers around 2 million websites and reaches up to 90% of all
internet users.
If you want to read the full set 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 GDN Policy
Ad mimicking app content
Ads must be clearly distinguishable from app content
Ad overlapping with app content
The ads cannot cover the content of the app
Ad on screens with no content
Don’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 interactive elements
Avoid accidental clicks on the banner by not placing it in too close
proximity to other interactive parts of an app, like a navigational menu or
a chat box.
Custom close or dismiss buttons
Close buttons should not overlap or be adjacent to the ad, since this causes a lot of accidental clicks
As a rule of thumb, ads should be easily distinguishable from the general app content. If users understand
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 list is the 728×90 Leaderboard. With 14% of global inventory this is an important
ad to 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 size among global inventory, with 25%
of global impressions. This banner combined with the Medium Rectangle and the Mobile 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 like 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 the fold” ads tend to deliver better than banners at the bottom of a page – simply because fewer
users scroll all the way to the bottom of a website, and when they get there they may feel like they are
already done with the content and are less likely to click on to something else.
Example of a Leaderboard ad
Below is an example of a well designed Leaderboard Banner:
Outnorth 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 mobile-friendly, and 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 size than the thinner Skyscraper and 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 and converts well both as text ads and
image ads.
Example of a Wide Skyscraper ad
A Wide Skyscraper Banner from Marshall on Buzzfeed
Buzzfeed’s entire business is ad-based and they have perfected the use of display ads in strategic
locations. You can find a Wide Skyscraper on the right side of their main page.
As mobile has overtaken desktop as the main device for browsing the Skyscraper is becoming less and
less relevant. I still recommend having one in your inventory for desktop and tablet devices, but if you have
limited resources for creating banners your focus could be better spent on other formats.
Conclusion
Display advertising is very much alive and well in 2023, and to create a successful campaign you don’t
need a huge stable of inventory.
You can successfully cover both your desktop and mobile reach by starting with with 4 varieties of ads,
and expand as you start seeing results.
If you focus on these 4 dimensions you’ll cover over 89% of global
inventory:
300×250 – Medium Rectangle Ad
320×50 – Mobile Leaderboard
728×90 – Leaderboard Banner
160×600 – Wide Skyscraper
It’s important to keep mobile in mind when creating your Display Campaign. The majority of internet traffic
nowadays comes from mobile and ads should be created to accommodate this.
The 300×50 Mobile Leaderboard displays well both in apps and in web browsing on mobile, and the
Medium Rectangle works on both mobile and desktop.
There are specific guidelines for the Medium Rectangle ad and it’s important to 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 get creative! The next guide will show you
have to 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 and maybe you’ll get a cookie!
Do you want to learn more about programmatic? Have a look at our complete guide: What is programmatic
advertising?
Achieve more with AI powered display advertising
Book a Demo
Share this:
Ola Rask
Head of Operations at Match2One - with a passion for engaging and well-designed content.
Leave a comment
You must be logged in to post a comment.
107 comments
Md. Anisur Rahman

September 1, 2022 at 03:36
The article was very useful. Thanks
Log in to Reply
Godsent
June 8, 2022 at 21:07
Thank you for this info it was very helpful
Log in to Reply
Virgile
April 7, 2022 at 16:22
This is a great article to get familiar with the most commonly used advertising formats. i’d be
curious to have you guys good practices.
Personnaly I’ve started automating my banner banner production with http://www.abyssale.com

and it’s a game changer !!!!
Log in to Reply
Ali E
February 5, 2022 at 12:17
The article was very useful. Thanks
Log in to Reply
Pull Up Banners Australia

February 4, 2022 at 12:26
I really like your blog; it contains tons of useful information. Thank you for sharing it. Kudos.
Log in to Reply
Pingback: Display Advertising in 2021: Size Мatters (Part 1) - Markception
Dan
April 4, 2021 at 12:08
Great article. !
Log in to Reply
D. A. Armbrust Jr
February 21, 2021 at 04:15
Awesome Guide. This definitely enhanced the business model our team currently uses. Great Post!
Log in to Reply
Pingback: How to Explain Banner Ads to Anyone – WT1

Pingback: How to Explain Banner Ads to Anyone - Latest Digital Marketing News, Website Design &
Development, Graphic Design
Pingback: How to Explain Banner Ads to Anyone | RedStar Nation
John
November 16, 2020 at 21:14
Thank you very much Ola!
Log in to Reply
Pingback: Baneri i Web Stranice – ZGI Info

Pingback: ¿Qué es la Publicidad Programática? La guía definitiva 2020
Pingback: 6 Most Effective Advertising Channels in Vietnam [2020 Review]
MM Sharif
July 20, 2020 at 21:03
Thank you for share this beautifully arranged article for us.
Log in to Reply
Pingback: 3 Quick Tips for Effectively Designing Banner Ads that Spark Engagement - Muslim Ad
Network
David
July 7, 2020 at 19:40
Thank you for sharing. Very helpful site. Please check my website to
see…..https://www.egwunutshellblog.com
Log in to Reply
ajitkumar
July 4, 2020 at 13:33
Thanks for your nice article sir for banner ad sizes..that helped me a lot.
Regards TechNiyojan
Log in to Reply
Pingback: All You Need to Know About Google Ads, Facebook Ads, Instagram Ads » FeedWeb
Pingback: 배너 광고 크기 : Google Ads, Facebook Ads, Instagram Ads에 대해 알아야 할 모든 것 - WP
Info
Pingback: Banner Ad Sizes: All You Need to Know About Google Ads, Facebook Ads, Instagram Ads
- DevTeamAlpha
| wp-includes
| LIGHTSSCRIBBLES
Pingback: Banner Ad Sizes: All You Need to Know About Google Ads Facebook Ads Instagram Ads
– Kauan Carvacha
- WP Epitome
Pingback: All You Need to Know About Google Ads, Facebook Ads, Instagram Ads – WPSensors
Pingback: Banner Design: The Ultimate Guide to Create the Perfect Display Ad | Match2One
Piotr Gliniak
December 16, 2019 at 18:34
Hi.
There is a mistake in your article. First author says about

320×50 – Mobile Leaderboard, then in conclusion the size is different: 300×50.
IMHO the first value is the correct one: 320×50.
Log in to Reply
Ola Rask
December 18, 2019 at 10:54
Hi Piotr,
You’re right – sharp eyes!
I’ll correct it right away. Thanks for noticing, and thanks for reading all the way to the end
Cheers
Log in to Reply
dan dimofte
December 11, 2019 at 09:10
Hi, Ola,
I’m managing an website education based content – marketplace for private schools and publisher
for parents. It’s a niche platform, but growing organic. We’ve been told by a media agency to sell
large formats ads on a high rate CPM, but reading your article it seems that other banner formats
offers better results?! 80% of our readers are coming from mobile. First thing first, I need help to
shape my advertising inventory – how many banners? what formats? – then to decide if it is good
for display? The website is ****, unfortunately only for Romanian readers, but is a good content
platform, away from click bate or other editorial OMD to increase our audience. We have a monthly
average of 150.000 pages and 75-80.000 unique visitors. I don’t know how can you help or how we
can collaborate, but thanks for free good quality content offered to us. All the best, dan
Log in to Reply
Ola Rask
December 11, 2019 at 09:40
Hi Dan,
Thanks for your nice comments!
The data in the article is based on which inventory is the most common – not necessarily which
banners offer the best results. This would more depend on the layout of your website.
Since most of your traffic is from mobile, a good starting point might be the 320×50 Mobile
Leaderboard and the 300×250 Medium Rectangle. I suggest having a look at the largest similar
sites you can find (both on mobile and desktop) and see which ad formats seem to be the most
common. You can be sure they’ve tested the sizes and placements to find the most revenue-
driving solution.
We currently don’t offer supply-side services (selling ads), but feel free to reach if you want to
advertise your own site to people in Romania. Your amount of traffic should give our AI a good
chance to find some highly relevant traffic for you
Thanks!
/Ola
Log in to Reply
Pingback: El 20% de los banners reciben el 94% de la visibilidad ¿Cómo aprovecharlo? ⋆ Alfonso
Peña
Ali
March 30, 2019 at 07:22
This is a rich good article. We are a publishing company and we have been searching for materials
to learn about advertising on both website and application. After a lot of searching, reading and
review, we definitely recommend this article of OLA RASK.
Well done and thank you OLA.
Ali – Kuwait
Log in to Reply
Ola Rask
April 1, 2019 at 08:38
Thank you Ali – I’m glad the article helped!
Log in to Reply
Ola Rask
March 4, 2019 at 15:09
Thank you Saikrishna! I’m glad you liked the article – and I’ll do my best to keep producing helpful
content
Log in to Reply
saikrishna
February 27, 2019 at 11:15
Thanks for sharing such great Article. You really shared such a useful Information with us which
helped me a lot and I have bookmarked your page so that i can get to learn new things each time
you share any great Information to us.
Keep up the Good Work!!
Thanks
Log in to Reply
Posts by Category
All posts
Ad Creativity (8)
Landing Page Design (1)
Programmatic School (24)
Seasonal Marketing Tactics (11)
Uncategorized (3)
We won't spam, we promise.
Insert e-mail here
Subscribe
Other related posts
Simplicity is key: how to craft effective ads that cuts through the noise
How Has Digital Marketing Changed Post-COVID?
Post Click vs Post View Conversions: Getting the Whole Picture
High Performance - Easy Setup - Premium

Support
Get Started
Platform features
For agencies
Customer stories
Pricing
Blog
About us
Terms and Conditions
Privacy Policy
Cookie Policy
EU Applicant Privacy Policy
California Applicant Privacy Notice
Contact
Help Center
A programmatic advertising platform that has high performance and is easy

to use. Create AI-driven programmatic campaigns and start generating
more conversions.
© 2015 - 2023 | Match2One AB, Stureplan 6, 114 35 Stockholm

The Must-Have Banners For 2023 - Match2One

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Must-Have Banners For 2023 - Match2One

Uploaded by

Copyright:

Available Formats

12/31/23, 10:10 PM Banner Sizes: The Must-Have Banners for 2023 | Match2One

The Match2One Blog

Banner Sizes: The Must-Have Banners for 2023

Last updated on September 14th, 2023

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

Common Web Banner Sizes

Standard Banner Sizes

Size (Px) Name Global Frequency Weight Example

300×250 Medium Rectangle 40% < 150kb

728×90 Leaderboard 25% < 150kb

160×600 Wide Skyscraper 12% < 150kb

300×600 Half Page 5% < 150kb

970×250 Billboard 1% < 150kb

336×280 Large Rectangle <1% < 150kb

468×60 Banner <1% < 150kb

234×60 Half Banner <1% < 150kb

120×600 Skyscraper <1% < 150kb

120×240 Vertical Banner <1% < 150kb

300×1050 Portrait <1% < 150kb

970×90 Large Leaderboard <1% < 150kb

250×250 Square <1% < 150kb

200×200 Small Square <1% < 150kb

180×150 Small Rectangle <1% < 150kb

125×125 Button <1% < 150kb

Mobile Banner Sizes

Size (Px) Name Global Frequency Weight Example

320×50 Mobile Leaderboard 12% < 150kb

320×320 Mobile Full Page Flex 1% <150kb

320×100 Large Mobile Banner <1% < 150kb

250×250 Square <1% < 150kb

200×200 Small Square <1% < 150kb

Which ad sizes are the most popular?

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

300×250 Medium Rectangle 40%

728×90 Leaderboard 25%

320×50 Mobile Leaderboard 12%

160×600 Wide Skyscraper; 12%

Mapped out the distribution of global ad inventory looks like this:

Global Banner Inventory Distribution

Mobile Banner statistics

among the rest; the 320×50 Mobile Leaderboard.

Read on to learn more about this format.

Mobile Leaderboard (320×50)

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

What does a 320×50 Mobile Leaderboard look like?

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

In-app Mobile Leaderboard

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

Medium Rectangle Ad (300×250)

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

On a desktop setting the Medium Rectangle looks like this:

300×250 Medium Rectangle Ad

Where is the Medium Rectangle used?

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

300×250 in-app Medium Rectangle

Implementations and best practices of the Medium Rectangle Banner

300×250 GDN Policy

Ad mimicking app content

Ads must be clearly distinguishable from app content

Ad overlapping with app content

The ads cannot cover the content of the app

Ad on screens with no content

Don’t place ads on “dead-end”-screens, meaning there must be a way to