Digital Advertising
Digital Display Ad Formats: Types, Sizes and When to Use Them
We build display and video campaigns for businesses that want to reach new local audiences. This guide is for owners deciding which display ad formats to use. It covers the main format types, the standard sizes and how to judge performance. Use it when you plan a display campaign, so your ads fit the places they appear.
The main types of display ad
Display ads appear on websites, apps and video platforms rather than in search results. They help people notice your business before they search for it. Each format suits a different goal and placement. These are the main types.
- Banner ads: static images in standard sizes on websites and apps.
- Responsive display ads: ads that platforms assemble from your headlines, images and logos to fit any space.
- Video ads: short clips on YouTube, social platforms and partner sites.
- Rich media ads: interactive ads with movement, expansion or clickable elements.
- Native ads: ads styled to match the content around them.
Responsive display ads suit most small businesses, because one set of assets covers many placements. Video adds reach and impact when you have suitable footage. Rich media usually suits larger budgets and brand campaigns.
Standard display ad sizes
Fixed-size banners need images made to exact dimensions. The sizes below are among the most widely used across websites. Mobile placements favour smaller and vertical sizes. Create the formats that match where your audience browses.
| Name | Size (pixels) | Common placement |
|---|---|---|
| Medium rectangle | 300 × 250 | Within or beside article content |
| Leaderboard | 728 × 90 | Top of desktop web pages |
| Wide skyscraper | 160 × 600 | Sidebars on desktop pages |
| Half page | 300 × 600 | Sidebars, with more space for the message |
| Mobile banner | 320 × 50 | Top or bottom of mobile screens |
Keep file sizes small so ads load quickly. Check each size for readable text and a visible logo. Our guide to optimising ad creatives covers design in more detail.
How to judge display ad performance
Display ads behave differently from search ads, so judge them on the right measures. People are browsing rather than searching, so clicks are naturally less frequent. The value often shows in later searches and returning visitors. Track these points for each format.
- Impressions and reach: how many people saw the ad.
- Click-through rate compared with your other display ads.
- Enquiries and cost per enquiry from display traffic.
- View-through conversions: people who saw an ad and enquired later.
- Placement reports that show which websites and apps ran your ads.
Exclude placements that spend without results, such as irrelevant apps or games. Compare formats against each other rather than against search campaigns. Our platform comparison explains where display fits among your options.
Display ad format checklist
Use this checklist when you plan or review a display campaign. Each item helps your ads fit their placements and earn results. Review it every quarter.
- Campaign goal suited to display, such as awareness or retargeting
- Responsive display assets prepared: headlines, images and logo
- Fixed-size banners created for the main standard sizes
- Text readable and logo visible at every size
- Placement reports reviewed and poor placements excluded
- Results judged on enquiries and view-through conversions
Good to know
Display ad FAQs
What is the most common display ad size?+
The 300 × 250 medium rectangle is one of the most widely used sizes. It fits within and beside content on both desktop and mobile pages. The leaderboard and mobile banner are also common. Responsive display ads cover most sizes from one set of assets.
Are display ads worth it for small businesses?+
Display ads suit awareness and retargeting more than immediate enquiries. Retargeting display ads often perform well for local businesses. Broad display campaigns need careful placement control to avoid waste. Start with retargeting before broader display audiences.
What is the difference between display and search ads?+
Search ads appear when someone searches for a specific term. Display ads appear while people browse websites, apps or videos. Search ads catch existing demand, while display ads create awareness. Many campaigns use display to support search.
Should I use animated display ads?+
Animation can draw attention, but it must stay short and clear. Some platforms limit animation length and file size. Test animated versions against static ones to see which performs better. Keep the main message readable in the first frame.
Keep this guide with your creative files and campaign plan. Share the size table with anyone who designs your ads. So you can build display ads that fit every placement and judge them on the results that matter.
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