Web Ads What Works

If you are spending any amount of marketing budget on display advertising, you’ll want to know which banner sizes are the most effective to generate impressions, clicks and ultimately sales.

This article ranks the top 10 banner formats based on ad impression share from highest to lowest on Google’s display networks.

The data is based on billions of ad impressions worldwide and was published in a Google report about display advertising trends.

In addition to focussing on the most effective banner sizes, you can use a tool like WhatRunsWhere to spy on your competitor’s advertising strategy (3-day trial).

Ad Inventory and Impression Share – Why Size Is Important

banner sizes

In order to design the right banner sizes it’s important to understand what ad inventory is available.

Publishers choose the banner ad sizes they want to feature on their websites. If you pick the wrong banner sizes as an advertiser, you effectively limit the reach of your ad campaigns.

Here are the most important banner sizes on the Google Adwords display network:

The top 3 banner sizes comprise 78% of all served ad impressions:

1. Medium Rectangle: 300×250
2. Leaderboard: 728×90
3. Wide Skyscraper: 160×600

The top 10 banner sizes make up 90% of all ad impressions.

I recommend you start by focussing on the top 3 banner sizes and then expand from there.

Here’s a detailed break-down of the top 10 banner sizes including ad impression share.

1. Medium Rectangle

– Ad Impression Share: 33%

The medium rectangle is the most served banner size on Google’s display networks. It captures a third of all served ad impressions.

2. Leaderboard

– Ad Impression Share: 32%

Leaderboard 728x90

The leaderboard is the second most served banner format on the display network; just one percentage point behind the medium rectangle.

3. Wide Skyscraper

– Ad Impression Share: 13%

Skyscraper 160x600

With an impression share of 13%, the wide skyscraper is the third most popular banner size on the display network.

4. Banner

– Ad Impression Share: 3%

Banner 468x60

The ‘banner’ comes in fourth with an impression share of 3%.

5. Skyscraper

– Ad Impression Share: 2%


The smaller version of the skyscraper captures 2% of all served impressions.


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