What is the right banner size to use when you’re involved in a web project? This is not an easy question to answer, since the right answer depends on the question—as in “what are you trying to convey to the audience?” All right, so you reply with a simple answer: I want the banner to advertise my products. So what banner size is best?
Should You Choose the Default Size or Another Size?
Are you talking about the default banner size, the type you see at every website—and is your goal to look like every other website out there? Or do you want to draw attention immediately? A default banner size is usually 468 x 60, but a skyscraper banner, 120 x 600, is an effective distraction for viewers who are looking forward to scrolling up and down the page. There is also a wide skyscraper that has the same height but is twice as wide.
However, you might also have the right banner size with a half banner, which stands at 234 x 60 pixels. Still other companies find that using rectangle shapes (180 x 150) and even tiny micro bars (88 x 31) are effective. According to About.com, full display ad banners received low click-through rates in a recent study, as did the typical 468 x 60 size. The best performing banner sizes were 300 x 250 (medium rectangle) and 728 x 90, the leader board banner ad.
Pixel Size Matters in Banner Size!
Some experts suggest that traditional or default size banner ads may be unsuccessful because viewers have taught themselves to ignore traditional banner sizes. On the other hand, large banners could be popular nowadays because they are huge and commanding and draw instant attention to a seductive image.
The right banner size really depends on you—your goals, strategy and your product. What we suggest is that you design your banners in all standard formats and then compare the results. Create several banners and compare the visual results, as well as how they look on your website. All you have to do is simply set the values of your image to the right pixel format when creating a banner.
The right banner size can also be determined by considering what your purposes are for the ad. For example, do you control a website that wants to earn income through advertising? The trick here is to create a page that is not loaded down with banners, but which highlights an advertiser prominently. If you are creating a banner for your own company, you have to consider all relevant data, such as the landing page you have selected, the type of website you are advertising on and the color of the banner. (It should match the website itself) Obviously, you can imagine the worst-case scenario: your ad appears tasteless and runs contrary to the entire website’s theme and audience. The website looks bad and you look like a shameless company trying to sell cheap products.
So yes, it does take some effort to properly research right banner size.