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Guide: Best-practice Display Banner Ad Sizes and Dimensions


Hey there!

It may seem like a trifle, but choosing the right dimensions for your ad can make a huge difference in how it performs.

Spend some time reading through these guidelines - I promise it will be worth it.

If you have any questions, reach out to me on LinkedIn through the link in the photo below!

Jacob LinkedIn Profile
Jacob Wolf Frandsen

 CRO / Zuuvi


Quick guide:

Navigating the digital advertising arena often feels like entering uncharted territory, especially when it comes to understanding the diverse landscape of banner ad sizes and dimensions. Whether you're the strategist behind the marketing campaigns or the creative mind designing the ads, grasping the common practices for ad sizes is key.

Standard Banner Ad Sizes

The right banner ad size can make a significant difference in campaign performance. Here's a breakdown of the most commonly used standard banner sizes across various platforms.

Most Common Banner Ad Sizes

  • Leaderboard (728x90 pixels): Ideal for visibility, typically placed at the top of a webpage.

  • Medium Rectangle (300x250 pixels): Highly popular, offers substantial visibility for ads, usually placed on the side or within text content.

  • Wide Skyscraper (160x600 pixels): Dominates the sidebar space of webpages, offering a vertical format that’s hard to miss.

  • Large Rectangle (336x280 pixels): Similar to the medium rectangle but offers a larger space for advertisers, enhancing the possibility of ad engagement.

  • Half-Page Ad (300x600 pixels): Also known as a large skyscraper, it provides a massive canvas that stands out against other content, perfect for high-impact campaigns.

These banner ad dimensions help boost visibility and spark engagement, all while keeping the user experience smooth and uninterrupted. Picking the perfect banner ad size is all about aligning with your campaign aims and fitting neatly into the webpage layout where your ad will make its appearance. It's a balance between standing out and blending in—ensuring your message is seen without getting in the way of the user's journey.

Banner Ad Dimensions Across DSPs

Tailoring ad sizes to fit the targeting capabilities and audience segmentation of different Demand Side Platforms (DSPs) is crucial for maximizing ad effectiveness and engagement by ensuring the most relevant and visually appealing content reaches the right audience segments.

Different DSPs embrace a variety of banner ad sizes and it’s all about using the right ad dimensions that clicks with the platform's architecture.

Here’s how some of the popular platforms utilize these dimensions:


Google Ads

Google Ads recommends using a variety of ad sizes to reach potential customers across devices and screen sizes. Most popular sizes on this platform include:

  • Leaderboard (728x90 pixels)

  • Square (250x250 pixels)

  • Small Square (200x200 pixels)

  • Inline Rectangle (300x250 pixels)

  • Large Rectangle (336x280 pixels)

Producing to Google Ads? Follow this guide to learn how to produce ads for this DSP.



Adform, known for its flexible and creative ad solutions, supports a wide range of ad dimensions, focusing on both visibility and creative freedom. Standard banner sizes include:

  • Medium Rectangle (300x250 pixels)

  • Leaderboard (728x90 pixels)

  • Wide Skyscraper (160x600 pixels)

  • Billboard (970x250 pixels)

Looking to produce your ads to Adform? Then you should definitely visit this page.



Xandr offers vast targeting options and inventory choices, making it essential to use optimized ad sizes for better performance. Key ad sizes include:

  • Leaderboard (728x90 pixels)

  • Mobile Leaderboard (320x50 pixels)

  • Skyscraper (120x600 pixels)

  • Large Mobile Banner (320x100 pixels)

Producing to Xandr? Read more about exactly how to do so right here.


Google Marketing Platform

This platform combines various advertising technology products and services, including DoubleClick and the Google Ads API. For such an integrated platform, standard sizes such as the ones below are commonly used:

  • Medium Rectangle (300x250 pixels)

  • Large Rectangle (336x280 pixels)

Producing ads for Google Marketing Platform? In Zuuvi's universe can find a guide on exactly how to do that.


Delta Project

Delta Projects is a demand-side platform that provides advertising solutions for advertisers and agencies. Its features include real-time bidding, audience targeting, and data management, as well as tools for creative optimization and reporting. Delta Projects is designed to help advertisers reach their target audiences across multiple channels and devices. Frequently used sizes on Delta include:

  • Large Skyscraper (300x600 pixels)

  • Half-Page Ad (300x600 pixels)

  • Mobile Banner (320x50 pixels)

  • Large Leaderboard (970x90 pixels)

Find a guide on how to produce ads for Delta Projects through this link.

Banner Ad Sizes in Different Regions

Display ad sizes can vary significantly across different countries, influenced by local market preferences, media habits, and digital infrastructure. Here’s a comparative look:


United States and Canada

The standard banner ad sizes are similar to the global IAB standards, with popular sizes including the Leaderboard (728x90 pixels), Medium Rectangle (300x250 pixels), and the Large Rectangle (336x280 pixels).



While following IAB standards generally, specific banner ad sizes like the 300x600 Half-Page or the 250x360 Triple Widescreen are also prevalent, especially in Germany and the UK.



Countries like Japan and South Korea, often use larger formats such as the 300x600 Half-Page, along with unique ad sizes like the Double Rectangle (300x300 pixels) due to high engagement rates with larger visuals.



Similar to Europe but with a higher preference for skyscrapers (120x600 pixels) and leaderboards (970x250 pixels) reflecting the layout preferences of popular local news and media websites.

Adopting the right banner ad sizes based on geographic targeting can greatly enhance the visibility and effectiveness of campaigns tailored for specific markets.

Best-Practice Ad Types for Display

When designing ads, the format can be just as critical as the size. Here are some best-practice ad types for display advertising and a few points to keep in mind regarding each ad type:

Dynamic Display Ads

Dynamic Display Ads automatically customize their content to the viewer, using real-time data to display relevant information. They're a powerhouse for personalization, often leading to a spike in conversion rates by ensuring the message is just right for each user.

Remember to…

  • Leverage dynamic content to personalize ads based on user demographics or behavior.

  • Implement real-time updates to keep ad content fresh and relevant.

  • Test different variables, such as messaging and imagery, to optimize ad performance dynamically.

Animated Display Ads

Animated Ads include simple animations that can attract the viewer's eye without being as heavy or requiring as much bandwidth as a full video ad. They are great for keeping the file size down while still delivering a dynamic visual experience.

Create Animated Banner Ads with Zuuvi 

Remember to...

  • Keep animations non-intrusive to avoid overwhelming viewers.

  • Ensure that the animation reinforces the ad's message and enhances user engagement.

  • Test different animation styles to find what resonates best with your audience.

High-Impact Ads

These ads use advanced features like HTML5 to create interactive and immersive experiences for users. Formats include expandable ads, interstitial ads, and floating ads.

Create High Impact Ads with Zuuvi

Remember to…

  • Design ads that offer value or utility to users to encourage interaction.

  • Use eye-catching visuals and interactive elements to captivate viewers.

  • Ensure that high-impact ads are relevant to the context in which they're displayed.

Video Ads

Despite video ads being to the heavier side, it can sometimes be worth the extra bandwidth as Incorporating video in ads can significantly increase engagement rates. They are particularly effective on platforms where video content is predominant, such as social media sites.

Create Video Banner Ads with Zuuvi

Remember to… 

  • Grab viewers' attention within the first few seconds to encourage engagement.

  • Optimize video resolution and file size for quick loading times across devices.

  • Incorporate clear and compelling calls-to-action to drive user interaction.

When you pair these adaptable ad types with the perfect sizes and dimensions, you supercharge your digital advertising efforts, making every campaign more impactful.

Utilizing these ad types in conjunction with the appropriate sizes and dimensions can greatly enhance the effectiveness of your digital advertising campaigns.

By understanding the standards set by various DSPs and aligning them with your creative strategy, you can create compelling ads that capture attention and drive results. Whether it's Google Ads, Adform, or another platform, the secret is mixing your creative flair with the necessary technical specs. This blend ensures you maximize your ad's reach and impact, hitting the sweet spot of effective digital advertising.

Level up your Digital Ad Game with Zuuvi

As you navigate the complexities of display banner ad sizes and dimensions, Zuuvi is here to support your digital advertising endeavors every step of the way. Our platform offers intuitive tools and expert guidance to help you select the perfect ad sizes for your campaigns. Whether you're targeting specific audiences on Google Ads, Adform, Xandr, or other DSPs, Zuuvi is here to help you drive results.


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