We mentioned something about how important are the banner metrics in banner advertising. And the most significant metric regarding banners is the banner size, measured Width x Height in pixels (px).

The idea is that a banner can be made in virtually any size you wish. That’s pretty cool. And yet, if every advertiser would create its banners using its own size preferences, there would be chaos. Websites would look like sloppy collages, publishers would create in-house standards for the banners they accept, media agencies would work hard creating custom banners for every website they want to advertise on and so on.

But that doesn’t happen. Because there are standard sizes. And a huge role in wide-spreading those standards plays the Interactive Advertising Bureau (IAB). There are several packs of banner sizes that comply with the IAB’s guidelines: Rectangles and Pop-Ups pack, Banners and Buttons pack and Skyscrapers pack.

Rectangles and Pop-Ups pack:

• Medium rectangle 300 x 250 px
• Square Pop-Up 250 x 250 px
• Vertical Rectangle 240 x 400 px
• Large Rectangle 336 x 280 px
• Rectangle 180 x 150 px
• 3:1 Rectangle 300 x 100 px
• Pop-Under 720 x 300 px

Banners and Buttons pack:

• Full Banner 468 x 60 px
• Half Banner 234 x 60 px
• Micro Bar 88 x 31 px
• Button 1 120 x 90 px
• Button 2 120 x 60 px
• Vertical Banner 120 x 240 px
• Square Button 125 x 125 px
• Leaderboard 728 x 90 px

Skyscrapers pack:

• Wide Skyscraper 160 x 600 px
• Skyscraper 120 x 600 px
• Half Page Ad 300 x 600 px

For more information, visit the IAB Ad Units Guidelines.

This entry was posted on Friday, November 28th, 2008 at 9:23 am and is filed under Banner Advertising Basics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.