Most Common Ad Banner Sizes

Comscore has published an interesting study that looks into the ad banner sizes and formats. According to the report, the ad creatives are horizontal banners with only a tenth of the advertisements actually sky scrapers. Also, as you may have assumed, 300×250 is the most common ad format – I have personally found this format […]

Comscore has published an interesting study that looks into the ad banner sizes and formats. According to the report, the ad creatives are horizontal banners with only a tenth of the advertisements actually sky scrapers. Also, as you may have assumed, 300×250 is the most common ad format – I have personally found this format to offer the highest click-throughs.

Here are the most common ad creatives (and the percentage of impressions)
Banners : 23.1%
Rectangles : 22.7%
Non-standard : 22.1%
Buttons : 20.7%
Skyscrapers : 10.6%
Pop-ups/unders : 0.7%
New OPA formats : 0.1%

Now, here is the share by ad-banner sizes
Medium Rectangle 300×250 : 18.6%
Leaderboard 728×90 : 18.3%
Buttons 120×90 : 14.7%
Pushdown 970×418 : < 0.1%
XXL Box 468×648 : < 0.1%

The last two sizes if you notice are not among the most used banners. They are recent entrants to the Online Publishers Association(OPA) approved ad standards. Expect them to get more common moving ahead.