This page gives information about banners and buttons used in advertising.
Caution: ad blockers may block images whose sizes are the same as used in ads.
Designers may wish to avoid these sizes for images not used for advertising: for example, instead of using a
120×60px image, which may be blocked, use a 120×61 image. Note, however, that the ad industry sometimes creates new
ad sizes, so there is some risk that you may pick a size which later becomes a standard size: you should
pick an odd size which the ad industy will, hopefully, not later
steal commandeer. Note also that
the ad standards permit ads of any sizes, but there is less risk that images of non-standard sizes will be blocked.
Caution: ad blockers may also block images whose pathnames, alt attributes, or title attributes contain substrings which suggest ads. For example, an image whose alt attribute is the Latin motto per aspera ad astra could be blocked.
The standard ad element sizes are (sorted by width, measured in pixels):
300×50 300×60 300×100 300×225 300×250 300×600 300×1050
This depicts the standard banner and button sizes; if one fails to appear, images of that size may be blocked by an ad blocker:
Banners in IAB’s Digital Video Rising Stars:
Banners in IAB’s Display Rising Stars:
Banners in IAB’s Universal Ad Package:
Banners in IAB’s Broadband Ad Guidelines:
Mobile Phone Banners:
Other standard IAB banners:
Note : the Interactive Advertising Bureau has published guidelines regarding rich media using many of the above standard banner sizes. A disturbing aspect of the guidelines is that recommended maximum file sizes are so high that pages would take excessively long to load, violating one of the key principles of good website design.
Note : visitors will leave a site if it has too much advertising. BurstMedia reported (Sep 2002) that 36% of North American visitors will leave a site with too many ads.