Quick answer
The most common display ad sizes are the 300x250 medium rectangle, 728x90 leaderboard, 336x280 large rectangle, 300x600 half page and 320x50 mobile banner. Google AdSense lists 300x250, 336x280, 728x90, 300x600 and 320x100 as its top performing sizes. If you can only produce a few banners, start with these five:
- 300x250 (medium rectangle)
- 728x90 (leaderboard)
- 300x600 (half page)
- 320x50 (mobile leaderboard)
- 160x600 (wide skyscraper)
Then add premium sizes like 970x250 and 300x1050 when you are buying brand-focused placements.
Why display ad size still matters
Display is still a large channel. The IAB/PwC Internet Advertising Revenue Report (April 2026) put US display advertising revenue at $81.6 billion in 2025, or 27.7% of a $294.6 billion digital ad market. That is far beyond the "display advertising stats 2019" many older guides still quote, so use current numbers when you build a business case.
Size matters for two practical reasons:
- Inventory: publishers build their pages around a small set of standard slots. A size that few sites support simply gets fewer impressions.
- Attention: larger units give you room for a clear product shot, a short message and a visible call to action. Tiny units often struggle to show anything beyond a logo.
Google's own guidance reflects both points. In its AdSense and Authorized Buyers help documentation, Google notes that 300x250, 336x280, 728x90 and 160x600 tend to have more advertiser inventory, while small sizes like 125x125 and 234x60 "may not perform well" because of their size and limited supply.
The 10 most popular display ad sizes
1. 300x250: medium rectangle
The medium rectangle is the workhorse of display advertising. It fits inside article text, at the end of posts and in sidebars, and it works on both desktop and mobile. If you design only one banner, make it this one.
2. 728x90: leaderboard
The leaderboard runs horizontally, usually above the main content or between sections. Google recommends it for placements above content and on forum sites. Because it is short, keep the copy to a single line and put the call to action on the right.
3. 336x280: large rectangle
The large rectangle is a slightly bigger version of the 300x250 and appears in similar in-content positions. Google lists it among its top performing sizes. Some publishers support only one of the two rectangles, so it is worth producing both.
4. 300x600: half page
The half page gives advertisers much more space than a standard sidebar unit. Google describes it as one of the fastest growing sizes by impressions and notes that brand advertisers prefer it. Use the extra height for a product image, a benefit line and a button, stacked top to bottom.
5. 320x50: mobile leaderboard
The mobile leaderboard is the standard mobile banner, often anchored at the top or bottom of the screen. Space is very tight, so lead with your brand name and one short phrase.
6. 320x100: large mobile banner
The large mobile banner offers twice the height of the 320x50. Google lists it as a top performing size and says it can stand in for the 320x50 or the 300x250 on mobile pages.
7. 160x600: wide skyscraper
The wide skyscraper runs along page sidebars on desktop. Google notes it has more advertiser inventory than the older 120x600 skyscraper, which has limited supply.
8. 970x250: billboard
The billboard is a large, brand-focused unit that usually sits above the main content. Google's Authorized Buyers guide says it is in high demand for Preferred Deals and Private Auctions, though overall supply is more limited than standard sizes.
9. 300x1050: portrait
The 300x1050 portrait is a tall unit that sits beside content on either side of the page. The IAB published a dedicated Portrait style guide for it, and Google lists it as a brand-focused size with limited supply. It suits rich storytelling: think of it as three stacked panels rather than one big image.
10. 970x90: large leaderboard
The large leaderboard is a wider version of the 728x90 for desktop layouts. Google notes it can expand to 970x415, which makes it suitable for high-definition content such as video.
File specs to know before you design
For Google Ads, according to its uploaded display ads specifications (2026):
- Image ads: GIF, JPG or PNG, up to 150 KB.
- HTML5 ads: a ZIP file up to 600 KB, with no more than 40 files.
- Animation: animated GIFs must be 30 seconds or shorter and must run slower than 5 frames per second. Loops must stop after 30 seconds.
Google Ads also supports regional sizes such as 250x360, 580x400, 930x180 and 980x120. These matter if you are buying in specific markets. For example, Google says 980x120 is the most popular size in Sweden and Finland.
Responsive display ads: the alternative to fixed sizes
If producing many sizes is a burden, Google's responsive display ads build banners automatically from your assets. Google's best practices guide recommends:
- Horizontal (1.91:1): 1200x628, minimum 600x314.
- Square (1:1): 1200x1200, minimum 300x300.
- Vertical (9:16): 900x1600, minimum 600x1067 (optional).
You can upload up to 15 images, each up to 5,120 KB, and Google recommends 5 to 10 images per aspect ratio. A common approach is to run responsive ads for reach and fixed-size banners for the placements where you want full design control.
Design tips that work across sizes
- Design the 300x250 first. If the message works in a medium rectangle, it will usually adapt to other sizes.
- Keep one message per banner. A product, a benefit and a call to action are enough.
- Make the logo and button readable at a glance. Many viewers will see the ad for only a moment.
- Compress carefully. The 150 KB limit means large photos need to be optimized before export.
- Refresh creative regularly. Display audiences tune out repeated banners, the same way social audiences do. Our guide to creative fatigue explains the warning signs.
Display banners are one part of the mix. If your audience spends more time in social feeds, vertical video often does more work than static banners. MediaNug produces creator-led UGC and paid social ads for TikTok, Meta, YouTube Shorts and Snapchat, and its paid social creative strategy guide covers how to plan those formats alongside display.
Frequently asked questions
What is the most common display ad size?
The 300x250 medium rectangle is the most widely used display size. It fits in-content and sidebar slots on desktop and mobile, and Google lists it among its top performing sizes.
What is a 300x1050 ad?
A 300x1050 is a portrait ad unit, a tall brand-focused banner that sits beside page content. It is supported in Google Ads, but supply is more limited than standard sizes.
What are the standard digital ad sizes for mobile?
The main mobile sizes are 320x50 (mobile leaderboard), 320x100 (large mobile banner) and 300x250 (medium rectangle). Google Ads also supports 300x50.
What is the file size limit for display banner ads?
In Google Ads, uploaded image ads can be up to 150 KB, and HTML5 ads can be up to 600 KB as a ZIP file.
Sources
- Google AdSense Help, "Guide to ad sizes" (accessed October 2026)
- Google Authorized Buyers Help, "Guide to display ad sizes" (accessed October 2026)
- Google Ads Help, "Uploaded display ads specifications" (accessed October 2026)
- Google Ads Help, "Best practices guide for responsive display ads" (accessed October 2026)
- IAB, "Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary" (April 2026)
- IAB, "Portrait Specifications and Style Guide" (300x1050), version 3 (December 2011)
