TLDR

The most popular sizes are:

  1. 300 x 250 px

  2. 300 x 600 px

  3. 728 x 90 px

  4. 160 x 600 px

  5. 120 x 600 px

  6. 320 x 100 px

  7. 970 x 250 px

  8. 250 x 250 px

  9. 336 x 280 px

  10. 320 x 480 px

So, if you create with at least the top 3...5 then you are in good company. For some additional premium locations, you can create a banner called desktop leaderboard (970 x 250) and mobile tower (320 x 480).

Long story

The display media advertisement has a long and complicated history, which has created a myriad of different placement sizes. There are however some guidelines that could help you navigate this landscape.

Shapes and nicknames

As you can deduct from the placement width and height, their ads are in a variety of shapes. That's why most placements have a catchy name that will help people working with ads understand better what's the deal. Here are the above sizes with names:

  • Inline Rectangle, Medium Rectangle or just Rectangle - 300 x 250 px

  • Half Page or Tower - 300 x 600 px

  • Leaderboard - 728 x 90 px

  • Wide Skyscraper - 160 x 600 px

  • Skyscraper - 120 x 600 px

  • Mobile Large Leaderboard - 320 x 100 px

  • Billboard or Large Leaderboard - 970 x 250 px

  • Square (Pop-up) - 250 x 250 px

  • Large Rectangle - 336 x 280 px

  • Mobile Tower/Interstitial - 320 x 480 px

Mobile, desktop, or both?

As the digital ad landscape evolved more and more different devices came to the market most importantly the prominence of smartphones. Therefore there are some placements for all devices and some are mostly shown to mobile users, some mostly to desktop (usually including also laptops and pads).

Placements for all devices:

  • (Inline) Rectangle - 300 x 250 px

  • Square - 250 x 250 px

  • Large Rectangle - 336 x 280 px

Mobile-only placements:

  • Mobile Large Leaderboard - 320 x 100 px

  • Mobile Tower/Interstitial - 320 x 480 px

Desktop-only placements:

  • Half Page or Tower - 300 x 600 px

  • Leaderboard - 728 x 90 px

  • Wide Skyscraper - 160 x 600 px

  • Skyscraper - 120 x 600 px

  • Billboard or Large Leaderboard - 970 x 250 px

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