The Facts on Banner Ad Sizes

By October 1, 2011 Blog No Comments

Banner Ad Sizes and CTRs

One of the most commonly asked questions online publishers receive from clients and those around them revolves around the best size for Internet banner ads. If you’re looking to make money from online advertising, this is an important factor to consider before you get your feet wet, so to speak.

Fortunately, research firm MarketingSherpa took on the task of providing a definitive answer to this question by conducting a research study on which banner ads got the highest number of clicks.

The results were enlightening, but hardly surprising. For instance, banner or display ads in general have unimpressive click-through rates, with only 0.21 percent of impressions leading to a click. It has long been known by many online publishers that online banner ads are better off as branding tools instead of direct income-generating mechanisms.

As for the issue of size, studies aside from the one conducted by MarketingSherpa also show that large banner ads perform better than smaller counterparts. Display ads coming in 300 by 250 medium rectangles and 728 by 90 leaderboards were found to perform significantly better when compared to other banner sizes, most notably 468 by 60 full banners and 336 by 280 large rectangles.

Why the animosity for both sizes you may ask? It’s probably due to the fact that both are the oldest formats for display ads, which means that people have grown accustomed to them and instantly think “annoying advertisement” every time they are spotted.

It’s also worth pointing out that banner ad sizes are just one half of the equation, as where these ads are placed on a Web page is a factor that’s just as, if not more, important.  Placement can either make or break a banner ad’s success, so this factor should also be taken into consideration.

As always, Enform’s got your back if you need more inputs on the subject matter.