banner web
A web banner is a graphic format used to promote a product or service on a webpage. It is one of the most common tools in online advertising, integrated into campaigns to capture users’ attention. These visual spaces, often appearing in strategic spots on a website, are designed to increase traffic or direct visitors to a landing page.
Their effectiveness lies in the combination of graphic elements, compelling text, and a clear call to action (CTA).
Clicking on a banner redirects users to a landing page where the offer, service, or product promoted through the banner is detailed.
A well-designed banner not only enhances the user experience but also delivers a significant return on investment (ROI) when placed in carefully chosen advertising spaces.
Banners often feature images, like the example of the pop-up below:
In the example below, you can even see three banners of different formats:
One of the first considerations when creating a banner is selecting the right size. Advertising banners come in various formats, but some standard sizes are universally recognized for their effectiveness:
These formats are optimized to grab attention without disrupting navigation. Google Ads and other advertising platforms recommend these sizes to maximize the effectiveness of campaigns.
For a comprehensive list of formats and technical specifications for banners, you can refer to the IAB’s PDF, which provides details on weights and dimensions for optimal usability across devices.
Popular banner types and examples
Frequently used for impactful promotions.
Ideal for mobile ads.
Commonly placed at the top of a site, often alongside the logo.
It was the most used banner ever at the dawn of the internet and was almost obligatorily displayed at the top of the site to the right of the logo. It is still used today although less frequently.
With current screen resolutions it is much easier to find a leaderboard in the center of the page.
Here is an example of a 728*90 leaderboard right next to the logo
A larger variation of the leaderboard.
Like the leaderboard but larger is the Pushdown with a banner size of 970 x 90 pixels
Here is an example:
Often found in side columns.
It is a banner often visible in the side columns of a web page.
Slimmer than the portrait, typically placed on sidebars.
As the portrait is often visible on the sidebars of a site but smaller in size
In the example below we see the coexistence of two banners, a portrait and a skyscraper
Among the most widely used formats, suitable for side columns or within text on mobile devices.
One of the most used formats ever because they adapt well to a side column of a web page but also in the body of a text to be scrolled on a mobile phone.
It is a very small banner that adapts to all devices even if it is not often proposed due to its difficult readability.
Full-screen ads frequently seen when updating apps or browsing certain websites.
This type of banner is often seen on mobile phones. They are those Intext ads that take up the entire screen when for example you update an app on a Chinese android phone or simply browse a website.
Feature Phone Medium Banner 168×28 –
Feature Phone Large Banner 216×36
These are formats suitable for mobile phones even if they are not widely used. Generally, formats with greater height are preferred to these for greater visibility of the advertising message.
While not traditional banners, social media images have specific sizes to ensure optimal display.
For example, to update a Facebook profile you need to know that the ideal image that can include your face or your logo must have very specific dimensions.
Let’s see below all the banner formats for social channels
Creating a successful banner requires a clear strategy. Key elements to consider include:
A practical example could be a web banner ad promoting a product or service on sale, with a direct CTA such as “Save 20% now!“.
Choosing the right placement for your banner is crucial to the success of your advertising campaigns. Effective locations include:
Web banners offer numerous advantages for businesses. They not only drive traffic to your website but also have a direct impact on sales and brand awareness.
When strategically placed and optimized, banners can:
Investing in strategic ad spaces and high-quality design can make the difference between a campaign that stands out and one that goes unnoticed.
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