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Display Advertising – The Ultimate Beginner’s Guide

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sammy kelvin
Display Advertising – The Ultimate Beginner’s Guide

Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.

Although you can advertise with plain text-based ads and still call it a display campaign, you can get much more out of your campaigns if you use images, videos, HTML5 animations or any other rich media elements that can help you get your message to your targeted audience. It’s all about display marketing.

Banners used as display ads come in different shapes and sizes.

Your only limitations are the requirements of the network you are running your campaign through. For example, Google Adwords allows a wide range of display ad sizes as you can see from the list below:

Standard Google Display Ad Sizes:

Top performing ad sizes

  • 300 x 250 – Medium Rectangle
  • 336 x 280 – Large Rectangle
  • 728 x 90 – Leaderboard
  • 300 x 600 – Half Page
  • 320 x 100 – Large Mobile Banner

Regional ad sizes

  • 240 x 400 – Vertical Rectangle
  • 980 x 120 – Panorama
  • 250 x 360 – Triple Widescreen
  • 930 x 180 – Top Banner
  • 580 x 400 – Netboard

Other supported ad sizes

  • 320 x 50 – Mobile Leaderboard
  • 468 x 60 – Banner
  • 234 x 60 – Half Banner
  • 120 x 600 – Skyscraper
  • 120 x 240 – Vertical Banner
  • 160 x 600 – Wide Skyscraper
  • 300 x 1050 – Portrait
  • 970 x 90 – Large Leaderboard
  • 970 x 250 – Billboard
  • 250 x 250 – Square
  • 200 x 200 – Small Square
  • 180 x 150 – Small Rectangle
  • 125 x 125 – Button

You don’t need to create a banner for every single size. This is entirely up to you and your specific needs. To make things easier check out this guide to ad sizes from Google in order to find out the top performing ad sizes and a more in-depth description.

As for the accepted formats, most ad networks accept JPEG, JPG, PNG, and GIF. Not all networks accept HTML5, but all the major players do, including Google AdWords. Animated banners come with their own technical specifications, while image banners only need to be under 150 kb in size, and of course, be compliant.

The easiest way to get animated banners for your campaign is through Bannersnack. We already have a full gallery of animated banner templates, all of them compliant with the AdWords display ads. At the same time, you can create your unique designs and animations within minutes.

We make sure that the final product will be a valid asset and if kept within the AdWords guidelines, you won’t have any problems using the banner.

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