Banner Ad Sizes 2026: The Complete Guide (Drawn at Actual Size)

Most banner size guides give you a table of numbers. Numbers are hard to judge: 970×250 and 728×90 look similar in a spreadsheet and behave nothing alike on a page. So this guide draws every size at its actual pixel size in your browser. Scroll, look, then decide what to build.

It covers the sizes that still get bought in 2026, what each one is for, the weight limits per platform, and the short answer to the only question that matters when a brief lands: which sizes do I actually need to make?

The short answer: build these five

If a client says "make me banners" and gives no list, build this set. It covers the large majority of display inventory on the Google Display Network and most programmatic buys.

Size	Name	Where it runs
300×250	Medium Rectangle	In-article, sidebar, mobile. The single most bought size.
336×280	Large Rectangle	Same slots as 300×250 on wider content columns.
728×90	Leaderboard	Top of desktop pages.
300×600	Half Page	Desktop sidebars. High visibility, high CPM.
320×100	Large Mobile Banner	Mobile, sticky at the bottom of the screen.

Add 160×600 if the client's media plan mentions skyscrapers, and 970×250 for premium homepage takeovers.

300×250Medium Rectangle

336×280Large Rectangle

728×90Leaderboard

300×600Half Page

320×100Large Mobile

The five, at actual size

300×250 — Medium Rectangle

The workhorse. It fits inside article text, in sidebars, and on mobile, which is why it takes the biggest share of display spend. If you only make one size, make this one. Square-ish proportions mean your layout has to work without a long headline.

300 × 250Medium Rectangle

336×280 — Large Rectangle

The same job as the 300×250, 12% wider and 12% taller, for sites with a wider content column. It usually shares creative with the 300×250; build one and adapt.

336 × 280Large Rectangle

728×90 — Leaderboard

The classic strip across the top of a desktop page. Wide and short: a logo, a short headline, a button. Long copy dies here. Never the only size in a set, because it does not serve on mobile.

728 × 90Leaderboard

300×600 — Half Page

Half the height of a laptop screen. Expensive, high viewability, and the size where a designer can actually tell a story: product shot, headline, supporting line, button. If the client cares about brand, push for this one.

300 × 600Half Page

320×100 — Large Mobile Banner

Double-height mobile banner, usually anchored to the bottom of the screen. Better performing than the older 320×50 because there is room for a product and a button. Design it assuming a thumb will be near it.

320 × 100Large Mobile Banner

Desktop sizes, full list

These are the desktop and tablet sizes still traded in 2026. The ones marked core are worth having in almost every set.

Size	Name	Notes
300×250	Medium Rectangle	core — highest volume of any size
336×280	Large Rectangle	core — wider content columns
728×90	Leaderboard	core — top of page
300×600	Half Page	core — sidebar, premium
160×600	Wide Skyscraper	core — left/right rail
970×250	Billboard	homepage takeovers, premium publishers
970×90	Large Leaderboard	top of wide layouts
250×250	Square	small sidebars, older inventory
200×200	Small Square	mobile web, low-value inventory
240×400	Vertical Rectangle	occasional, mostly European publishers
120×600	Skyscraper	legacy; 160×600 replaced it
468×60	Banner	legacy; still requested in some briefs
234×60	Half Banner	legacy, rarely bought
580×400	Netboard	European inventory
300×1050	Portrait	tall premium unit, high impact
930×180	Top Banner	Scandinavian / European publishers
980×120	Panorama	European publishers
250×360	Triple Widescreen	occasional

160×600 — Wide Skyscraper

160 × 600Wide Skyscraper

970×250 — Billboard

970 × 250Billboard

Mobile sizes

Mobile is where most impressions are, and where the fewest sizes are needed.

Size	Name	Notes
320×50	Mobile Leaderboard	the old standard, still everywhere
320×100	Large Mobile Banner	core — better performing than 320×50
300×250	Medium Rectangle	serves on mobile too, in-feed and in-article
300×50	Mobile Banner	smaller mobile strip
320×480	Mobile Interstitial (portrait)	full screen, between actions
480×320	Mobile Interstitial (landscape)	full screen, landscape
768×1024	Tablet Interstitial (portrait)	tablet full screen
1024×768	Tablet Interstitial (landscape)	tablet full screen

320×50Mobile Leaderboard

320×100Large Mobile

300×50Mobile Banner

The design rules for these small sizes, and the 320×480 interstitial at full size, are in mobile banner ad sizes.

320×50 — Mobile Leaderboard

Fifty pixels is not much. Logo on one side, four or five words, done. Anything else is unreadable at arm's length.

320 × 50Mobile Leaderboard

Weight and format limits per platform

Sizes are only half the brief. The other half is how heavy the file can be, and that differs by platform. The numbers below are the ones that get creatives rejected.

Platform	HTML5 max	Image max	Notes
Google Ads (self-serve)	600 KB zip, 40 files	150 KB	Whole ad is clickable; no clickTag variable needed
Campaign Manager 360 / DV360	10 MB (Studio: 2.2 MB initial load)	10 MB	Requires clickTag or Enabler exits
Adform	200 KB initial load	—	dhtml.getVar('clickTAG') plus a manifest.json
Amazon DSP	200 KB	200 KB	Strict on external calls
Most publishers (IAB LEAN)	200 KB initial, 15 fps cap	200 KB	Animation under 15 seconds, no autoplay sound

Two rules that hold everywhere: put <meta name="ad.size" content="width=300,height=250"> in the head of every HTML5 banner, and stop the animation within 30 seconds including loops. The full per-platform detail is in our HTML5 banner specs 2026 guide, and the click handling is in clickTag explained.

How to choose the set for a real brief

If the media plan lists sizes, build exactly those. Do not add extras "to be helpful"; every extra size is another round of feedback and another file to version.

If there is no list, ask two questions: where is this running (Google Ads, a DSP, direct with a publisher), and is the budget mostly mobile or desktop? Then:

• Google Display Network, mixed devices: 300×250, 336×280, 728×90, 300×600, 320×100, 160×600. Six sizes, covers almost everything.
• Mobile-heavy performance campaign: 300×250, 320×100, 320×50, plus 320×480 if interstitials are in the plan.
• Brand campaign with premium publishers: add 970×250 and 300×1050, and expect per-publisher specs.
• European direct buys: ask for the publisher's spec sheet. 930×180, 980×120 and 580×400 appear there and nowhere else.

Design the smallest and the largest first. If the idea works in 320×50 and in 300×600, the rest is adaptation. If you start with the 300×250 you will get halfway through the set before discovering the headline does not fit anywhere.

A practical note on delivering the set

Twelve sizes is a normal set. Twelve sizes in a zip, sent over email, is where the process usually falls apart: the client cannot open the files, the animation does not play, and the feedback comes back as "the third one" with no way to know which.

That is the part BannerPeek handles. Drop the whole set in, get one link, and the client sees every size running live at its real dimensions, side by side, in the browser. They click on a banner to comment, at the exact second of the animation, and approve each size with their name on it. Free plan, no credit card. It is also, incidentally, the fastest way to check that your 970×250 really does look like a 970×250 and not like a stretched leaderboard.

Quick reference

The sizes to remember, in one line each:

• 300×250 — the one everybody buys
• 336×280 — the wider version of it
• 728×90 — top of desktop
• 300×600 — the one you can actually design for
• 160×600 — the side rail
• 970×250 — the premium takeover
• 320×100 — mobile, the one that performs
• 320×50 — mobile, the one that is everywhere

Related reading

• Ad creative naming conventions — how to deliver files under the agency's taxonomy without renaming them by hand.