When it comes to ads, size matters

Using and making the most of an advertising space, regardless of its dimensions, is vital. Ads must be well designed and attractive, and they should give viewers a reason to click. However, it’s also reasonable to say that the larger the ad, the more likely it is to grab attention and get in front of your target audiences. It’s hard to ignore an ad that takes up most of your screen.

Of course, that doesn’t mean you should disregard other ad sizes. Ad unit sizes impact and influence audiences differently, and over the last few years, we’ve changed our recommended ad sizes to help businesses increase their reach and enhance their performance.

We’ve picked apart data from our network of more than 37,000 advertisers to explore how recommended ad sizes perform, and now we’re passing on those insights to you.

Conversions and cost

The larger the ad, the more it’s going to cost. That’s a given. As a consequence, you’ll need to be able to allocate a significant sum to ensure a large ad gets in front of as many people as possible.

Our research has found that the larger the ad, the more likely it is a viewer will click on it and subsequently become a customer, so the cost can often be entirely justified. But is a large ad exactly what your business needs?

AdRoll recommends advertisers upload multiple versions of each of our six recommended ad sizes, as that allows our ad placement algorithm to test them and give priority to the ones that get the most clicks and conversions. This means that AdRoll advertisers can see the benefits of each ad size without manually tracking its performance.

Variety is the spice of life

While large ads are undeniably effective, incorporating a mix of ad sizes into your ongoing marketing efforts can be incredibly helpful.

Ad inventory—the amount and type of ad space that’s up for grabs in online ad auctions—is a competitive business. There is only a certain number of high-quality ad placements available, so there just aren’t enough to ensure your message reaches everyone you’re targeting. You know that saying about not putting all your eggs in one basket? That’s what we’re getting at.

Websites tend to have more inventory available in the smaller sizes because these are easier to build into most web pages. Having a range of popular ad sizes guarantees you’ll get more opportunities to show off your ad and means you’ll be able to achieve more while spending less.

Our six recommendations

1. Billboard

  • Dimensions: 970×250 pixels
  • Click-through rate (CTR) over medium rectangle: 105%
  • CTCR over medium rectangle: 78%

2. Half page

  • Dimensions: 300×600 pixels
  • CTR over medium rectangle: 253%
  • CTCR over medium rectangle: 37%

3. Medium rectangle

  • Dimensions: 300×250 pixels
  • Share of Google AdX inventory: 34%

4. Leaderboard

  • Dimensions: 728×90 pixels
  • Share of Google AdX inventory: 14.8%

5. Wide skyscraper

  • Dimensions: 160×600 pixels
  • Share of Google AdX inventory: 6.9%

6. Mobile leaderboard

  • Dimensions: 320×50 pixels
  • Share of Google AdX inventory: 29%

Ad news travels fast

When it comes to communicating your messages via advertisements, it makes sense to formulate a bespoke strategy that works in your best interests. All companies have different goals and objectives, so what works for one won’t necessarily work for another.

Developing and launching ad campaigns can be a daunting process, especially when it comes to ensuring all of your marketing collateral aligns, and that’s where AdRoll can help. Find out more about our Growth Platform, and see how we can help your business thrive.

About the Author

Anahid Basmajian

Anahid Basmajian // Head of Brand Marketing EMEA // AdRoll

Follow on Twitter More Content by Anahid Basmajian
Previous Article
Keeping your brand on top
Keeping your brand on top

Visual hierarchy is the order of elements on a page, according to their importance. Learn how this and othe...

Next Article
An expert’s guide to balancing brand affinity, rapid growth, and e-commerce strategy
An expert’s guide to balancing brand affinity, rapid growth, and e-commerce strategy

UNTUCKit’s director of ecommerce and digital marketing Krystina Banahasky shares her experience of developi...