Popular Ad Sizes

Are you curious about what other Internet business owners are doing? Well, I certainly am. One of the pieces of information I love to know is what types of ads other website owners are utilizing.

Recently, I came across some statistics from Nielsen that showed what ad dimensions websites were using most. They analyzed millions of web advertisements and provided numbers for more than a dozen ad types—over 69 million ad deliveries monitored.

The top four ad types accounted for 82.7% of all impressions. Let’s take a look to see what ad type dominated the playing field.

The number one ad size was the 180×150 rectangle. It had a 26.7% share of the impressions monitored.

Coming in second was the 234×60 half banner. This ad type picked up a 20.8% share.

In third was the 728×90 Leaderboard. It was used nearly as much as the half banner. It received 19.7% of the impressions.

Finally, in fourth was the 300×250 medium rectangle with a 15.5% share.

Perhaps a bit surprising was the 120×600 skyscraper, which had just over a 1% share. It looks like advertisers are shying away from big bulky ads and going more for pinpoint precision.

While these stats don’t show what dimensions are most successful, it does show that there’s a follow the leader mentality in online advertising.