Banner dimensions look simple on a media plan, but each format creates a different design problem. A 728×90 leaderboard has very little height, while a 160×600 skyscraper must carry the same story through a narrow vertical composition.
Frequently requested display sizes
| Size | Common name | Creative consideration |
|---|---|---|
| 300×250 | Medium rectangle | Flexible all-purpose format with enough room for product, copy, and CTA. |
| 300×600 | Half page | Strong storytelling space, but long vertical pacing must remain balanced. |
| 160×600 | Wide skyscraper | Narrow layout requires short lines and carefully stacked content. |
| 728×90 | Leaderboard | Very limited height; message and CTA must read almost instantly. |
| 970×250 | Billboard | High-impact canvas suitable for strong imagery and wider motion. |
| 320×50 | Mobile banner | Tiny vertical space; prioritize brand, one message, and a compact CTA. |
Do not choose sizes only because they are “standard”
The media team should confirm which placements are actually being purchased. Producing every possible size can waste budget, while producing too few can limit delivery. Ask for the platform, publisher list, region, device strategy, and any custom dimensions before the design phase begins.
Fixed-size and responsive HTML5 creatives
Fixed-size creatives render inside a specific pixel dimension. Responsive HTML5 creatives can adjust to supported dimensions or breakpoints, but they require a different layout and testing approach. Do not assume that one responsive file automatically replaces all fixed-size deliverables; verify how the intended platform and inventory accept the creative.
Specifications beyond width and height
- Maximum ZIP or loaded file weight.
- Maximum number of files and allowed file types.
- Animation duration, looping, video, and audio rules.
- ClickTag or exit implementation.
- Secure asset loading and relative paths.
- Required meta tags and creative environment.
- Backup image requirements.
How to adapt one idea across many sizes
Start with a master format that represents the campaign well—often 300×250 or 300×600. After approval, create a layout system rather than copying coordinates. Decide which elements are essential, which can move, which can simplify, and which frame order changes in short formats.
Recommended brief format
- Provide a final size list in width × height format.
- Name the ad platform for every group of files.
- Confirm destination URLs and click behavior.
- State file-weight and animation restrictions.
- Share approved copy, brand assets, and mandatory legal text.
- Identify the master size and review order.
Specifications can differ between Google Ads, CM360, DV360, Adform, Xandr, publisher-direct placements, and other environments. Treat the media plan or trafficking sheet as the source of truth.
Official references
Platform requirements change. Confirm the latest rules before trafficking a live campaign.
