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Banner Ads

The original display unit — image, text, link.

Overview

Banner ads are graphical advertisements placed in designated slots on web pages and apps. They come in standardised sizes defined by the IAB and are the most widely recognised form of digital advertising. Despite being one of the oldest formats, they remain a staple of programmatic buying due to their ubiquity and measurability.

How it works

An ad server selects a creative from inventory (via direct deal or RTB auction) and renders it in a pre-defined slot on the publisher's page. The creative is typically a static image, animated GIF, or lightweight HTML5 unit. When a user clicks, they are redirected to a landing page, and the click is tracked by the ad server.

IAB Standard Sizes

Medium Rectangle

300×250

Leaderboard

728×90

Wide Skyscraper

160×600

Half Page

300×600

Mobile Banner

320×50

Common uses

→Brand awareness campaigns
→Retargeting (following users who visited your site)
→Direct response with a clear CTA
→Programmatic display buys

Pros & cons

Pros

✓Extremely broad reach across the web
✓Easy to produce and A/B test
✓Well-supported by all DSPs and ad networks
✓Clear, standardised measurement

Cons

✗Banner blindness — users tune them out
✗Low average CTR
✗Often blocked by ad blockers
✗Limited creative canvas

Live examples

Simulated mockup — illustrative, not a real ad

IAB Standard Sizes

728×90 Leaderboard

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300×250 Medium Rectangle

Key metrics

Avg. CTR

0.05–0.1%

Pricing model

CPM (cost per mille)

Typical CPM

$1–$10

Viewability benchmark

≥70%

Ad slot

Awaiting AdSense ad unit

Other formats

→ Native Ads → Video Ads → Interstitial Ads → Rich Media Ads → Push Ads → Pop-Under Ads → Social Media Ads → Email Ads → Search Ads