Resources ⮞ Banners & Buttons

This page gives information about banners and buttons used in advertising.

New Ad Sizes 

Traditionally ads have been of specified sizes, listed below in Traditional Ad Sizes. In July of 2017, however, the IAB in­tro­duced new standard ad guidelines which are based on aspect ratios rather than on sizes. For example, the traditional Billboard size ad is 970×250 pixels, whereas the new Billboard size has an aspect ratio of 4:1 whose size can range any­where from 900×225 pixels to 1800×450 pixels.

The new guidelines allow ad sizes to be more flexible, but they also make it harder for designers to pick image sizes which will not be used by ads, and also make it harder for ad blockers to correctly identify images which are ads. Designers now must pick image sizes which do not have the traditional ad sizes, and which also do not have simple aspect ratios, e.g. 1:4, 1:3, 1:2, 1:1, 2:3, 3:4, 2:1, 3:2, 4:3, 3:1, 4:1, 6:1, 9:16, and so on.

Traditional Ad Sizes 

Ad blockers may block images whose sizes are the same as traditionally 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.

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, with preferred sizes in a bold font):

40×40
88×31
62×88
120×20  120×60  120×90  120×240  120×600
125×125
140×70
160×600
168×28
180×150
196×31
216×36
226×280
230×33
234×60
240×400
250×250

 

300×50  300×60  300×100  300×225  300×250  300×600  300×1050
320×50
336×280
392×72
400×20  400×40  400×300
450×50
468×60
500×250  500×350
550×480
580×460
640×480
720×300  720×480
728×90  728×210
970×66  970×90  970×250  970×415  970×550

This depicts the standard banner and button sizes; if one fails to appear, images of that size may be blocked by an ad blocker:

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.

Other Banners & Buttons 

Here are other banner sizes that used to be common and which still are used:

400x40 392x72

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