If you are planning a banner ad campaign to advertise your website or if you are going to allow banner advertising on your website you should know about the UAP or Universal Advertising Package.
Banner advertisements have standard sizes and there are many to choose from. However, there is a standard package of ad sizes that you should be prepared for. This package of ad sizes is standardized by the IAB, the Interactive Advertising Bureau. The IAB is the trade organization for online advertisers and acts as a clearing house for information and industry advocate.
While there are many sizes to choose from, there are 4 standard sizes that you should be sure to create for your banner campaign, or make space for on your website.
- 300w x 250h — Medium Rectangle
- 180w x 150h — Rectangle
- 728w x 90h — Leaderboard
- 160w x 600h — Wide Skyscraper
It doesn’t take long to realize the advantage for website publishers of having standard sizes of ads. When designing a webpage you can count on certain sizes of advertisements. If you have a vertical toolbar, you can make it 160 pixels wide, knowing that you can fit a standard 160 x 600 wide skyscraper underneath.
If you use a multi column layout you can try to work with the widths of the rectangle, medium rectangle and wide skyscraper. By making your columns 160, 300 or 180 pixels wide they will be standard sizes and ads will fit in nicely.
Of course, these are not the only banner ad sizes. There are also the sizes below that are standard.
Rectangles and Pop-Up Ads
- 250 x 250 — Square Pop-Up
- 240 x 400 — Vertical Rectangle
- 336 x 280 — Large Rectangle
- 468 x 60 — Full Banner
- 234 x 60 — Half Banner
- 88 x 31 — Micro Bar
- 120 x 90 — Button 1
- 120 x 60 — Button 2
- 120 x 240 — Vertical Banner
- 125 x 125 — Square Button
- 120 x 600 — Skyscraper
- 300 x 600 — Half Page Ad
A careful look at the list above will show that there are several ad sizes that are 120 pixels wide. While they are not part of the UAP, they are common enough that having a 120 pixel wide column can be very useful.
One last note, while advertisers and publishers talk about ad spaces and ad revenue, the ads themselves are called “creatives”. So, if you want to impress your advertising partners, don’t call a banner ad an ad, call it a creative.
For updates and more information about the UAP, visit the IAB website at http://www.iab.net