The top-performing banner ad sizes in 2025 are primarily:
- 300×250 (Medium Rectangle): Highly versatile, performs well on both desktop and mobile, often placed above the fold, and delivers strong engagement and click-through rates.
- 728×90 (Leaderboard): Popular for desktop, often placed above the fold, known for high CPM and visibility, essential for website monetization.
- 160×600 (Wide Skyscraper): Commonly used as a sticky sidebar ad with high viewability and CPM, visible as users scroll.
- 336×280 (Large Rectangle): Similar to the medium rectangle but larger, offering good visibility and engagement.
- 320×50 and 320×100 (Mobile Leaderboard and Large Mobile Banner): Standard mobile sizes optimized for mobile user experience and engagement.
- 300×600 (Half Page): A premium, high-impact format with higher CPM due to limited inventory and strong brand lift potential.
- 970×250 (Billboard): Used for pushdown ads and sponsorships, offering large, attention-grabbing placements.
These sizes are favored because they balance visibility, engagement, and user experience across devices, contributing to better click-through rates and ROI.
Pricing Implications
- CPM (Cost Per Mille) varies by ad size and demand: Larger or premium formats like the 300×600 Half Page and 970×250 Billboard command higher CPMs due to their rarity and impact.
- Common sizes like 300×250 and 728×90 have competitive CPMs but benefit from higher inventory and frequent use, making them cost-effective for broad reach.
- Sticky or viewable placements (e.g., 160×600 sticky sidebar) tend to have higher CPMs because of better visibility and engagement.
- Mobile-specific sizes (320×50, 320×100) are essential for mobile campaigns and generally have CPMs aligned with mobile inventory demand.
- Advertisers increasingly pay premiums for formats that deliver measurable brand lift and engagement, justifying higher costs with better performance.
Summary Table of Top Banner Sizes and Pricing Notes
| Banner Size | Common Use Case | Performance Highlights | Pricing Implications |
|---|---|---|---|
| 300×250 | Desktop & Mobile, above fold | High engagement, versatile | Moderate CPM, cost-effective |
| 728×90 | Desktop leaderboard | High CPM, essential for monetization | Competitive CPM, high inventory |
| 160×600 | Sticky sidebar | High viewability, sticky format | Higher CPM due to visibility |
| 336×280 | Large rectangle | Good visibility and engagement | Similar CPM to 300×250 |
| 320×50 / 320×100 | Mobile leaderboards | Mobile-optimized, high engagement | CPM aligned with mobile demand |
| 300×600 | Half page, premium | High impact, limited inventory | Significantly higher CPM |
| 970×250 | Billboard, pushdown ads | Large format, sponsorships | Premium CPM, high brand impact |
Using the right banner sizes aligned with campaign goals and device targeting is critical to maximize ad visibility, engagement, and return on investment in 2025. Responsive HTML5 ads that adapt to multiple sizes further enhance reach and efficiency across platforms.
