Choosing suitable size banners is one of the most important steps for all publishers if you want to monetize from your apps/websites. There are many choices for you to choose from and some of them are more popular than others.

The greatest choice is dependent on several factors, not only your audience’s behaviors but also your apps/website development ideas.

We will see the top performance size banners in 2021 and how to use them effectively.

What is Banner Ad?

Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom, or sides of a website or online media property. Many brands are interested in branding with banners, and they are also easy to control, set up or monetize.

Publishers should also note that while the terms ‘banner ads’ and ‘display ads’ are often used interchangeably in the ad tech industry there is a slight difference between them. Display ads can be banner ads, interstitials, or video ads. In the current scenario, the term banner ads are primarily used to refer to different ad sizes.

Is Banner Still Effective?

Banners have developed for a long time since the beginning of programmatic advertising. Until now, they still have their benefits for advertisers and publishers in branding or monetizing.

On the advertisers’ side, the banner ad should be as creative as possible, it should be eye-catching or have a message that resonates with the user. Publishers, on their end, can ensure that they are serving quality ads, which means having access to good demand partners. Such a strategy can definitely result in a successful banner ad campaign and help publishers get more impressions.

Top Performing Banner Ad Sizes

So, publishers do have a lot of options to choose from when it comes to banner ad sizes, but they need to see which ad sizes will give them the best results. Some ad sizes are bound to perform better than others, which can be because of many reasons, such as their placement. To give publishers some idea about what ad sizes can help them earn more revenue, below is some information about the banner ad sizes that perform best:

Medium Rectangle (300×250)

This ad size is considered to be the best performing ad size, which is also why it is expensive. To leverage this ad size advantageously, it is advisable to put it above the fold. Publishers can expect high CPMs.Besides, if you use a medium rectangle along with a leaderboard ad, you can get higher revenue.

Other than this, the large rectangle (336×280) is also a popular ad format. This banner ad size is quite similar to a medium rectangle but gives room for more content. 

Leaderboard (728×90)

Being a part of IAB standard ad units, leaderboard ads can be easily implemented. Moreover, the demand for these ad units is incredibly high in the market, which means the buying and selling process becomes easy. 

Leaderboards usually appear on the top of the page and therefore can be seen instantly by the user as they open the website. This being said, publishers can also experiment with placing these ads in between the main content and at the bottom to get better results. 

Wide Skyscraper (160×600)

Also known as ‘large skyscrapers’, wide skyscrapers are another popular banner ad size. They are mostly placed on the side of the page and remain in view even if the user scrolls down the page, thereby ensuring improved ad viewability.  

Wide skyscrapers came into existence to replace the conventional skyscrapers (120×600), as the latter didn’t provide much space for content. However, it is not advisable to completely ignore skyscrapers, since they can also give good returns to publishers. 

Mobile Leaderboard (320×50)

Mobile leaderboards are one of the most popular ad sizes or mobile, even though they are smaller mobile banner ads. On Google AdSense, these ads are listed as anchor ads, meaning that they stick to the bottom of the page and remain in view as the user scrolls down.

Mobile leaderboard ads are known for providing a good user experience and are a good way to monetize mobile websites. 

Best Practices for Effective Banner Advertising

  • A/B testing: Any size banners need to be tested. So that you will the all the performances of them and make the best decision. The most popular doesn’t mean the greatest one. 
  • Deal with Banner Blindness: Banner blindness is a common phenomenon associated with banner ads since they are displayed constantly to the user. Eventually, users start to ignore ads which lead to reduced ad viewability. This can seriously hurt publishers’ revenue generation potential. Therefore, publishers need to keep experimenting with their ad placements to ensure that banner blindness doesn’t become a problem. For example, placing a leaderboard below the fold can be helpful.
  • Use ideal ad sizes for mobile: As important as mobile web monetization is in this era, it can also be terribly tricky. The most important thing publishers need to keep in mind is to ensure that mobile ads are not intrusive in any way, as that can ruin the whole page experience. In addition to this, it is important to provide users with a clear-cut way to get rid of the ad, if they want to do so. 

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