You’ve built a successful digital publication by focusing on what you do best: creating quality content that engages your audience. But when it comes to ad monetization, are you leaving money on the table? Choosing the right banner ad sizes is a critical step in optimizing your revenue strategy, and we’re here to help you navigate it.

Freestar is your partner in monetization and a true extension of your team. We live and breathe ad operations so you don’t have to. Part of our white-glove service is ensuring your ad layout runs as efficiently and effectively as possible. That starts with a solid foundation of high-performing ad units. Publishers who implement our recommended layout mix see an average uplift of 20 to 100% in RPM, CPM, etc. 

Freestar’s Top Banner Ad Sizes by Performance

Based on our data, here is a list of the most popular banner ad sizes, ranked by total impressions. These are the formats we leverage to drive maximum revenue and performance for our publishers.

NameSizeImpressions
In-content Mobile300×25018.6%
In-content Mobile320×10016.6%
In-content Mobile320×5014.6%
In-content Mobile336×28013.1%
Small leaderboard/In-content Desktop728×908.1%
Sidewalls/Siderails300×6007.7%
Sidewalls/Siderails160×6006.9%
In-content Mobile300×505.4%
Small leaderboard/In-content Desktop970×903.2%
Large leaderboard/In-content Desktop970×2502.9%

A Closer Look at the Most Popular Ad Sizes

Let’s break down why these sizes are staples in our publishers’ monetization strategies, according to our data.

Mobile is King: Dominate with These In-Content Sizes

The data is clear: A mobile-first strategy is non-negotiable. Mobile ad units account for the vast majority of impressions, with four sizes leading the pack:

300×250 (In-content Mobile): This is the undisputed champion, accounting for 18.6% of all impressions. Its versatile size integrates seamlessly into mobile content, making it a favorite for advertisers and a top earner for publishers.

320×100 & 320×50 (In-content Mobile): These mobile banners are powerhouses, collectively driving over 31% of impressions. The 320×100 offers more creative space, while the 320×50 is a standard that fits perfectly at the top or bottom of a mobile screen, providing a consistent revenue stream.

336×280 (In-content Mobile): Another high-performer with 13.1% of impressions, this slightly larger rectangle offers more visual real estate within your content, attracting strong advertiser demand.

The Desktop Essentials: Leaderboards and Sidewalls

While mobile leads, desktop still offers significant revenue opportunities with these key formats:

728×90 (Small leaderboard/In-content Desktop): The most popular desktop ad size in our network, driving 8.1% of impressions. A classic for a reason, the Leaderboard is typically placed at the top of a page or within content, capturing immediate user attention.

300×600 & 160×600 (Sidewalls/Siderails): When you want to make a visual impact, these “skyscraper” units are your go-to. They sit in the sidebars of a desktop layout and provide a large canvas for engaging, high-impact ads. The 300×600 is particularly effective, accounting for 7.7% of impressions.

Making a Statement: Large Format Desktop Ads

970×250 (Large leaderboard/In-content Desktop): Though it accounts for a smaller percentage of total impressions (2.9%), this “Billboard” unit is a powerhouse that offers maximum viewability. It’s impossible to miss when placed above the main content and is highly coveted by brand advertisers looking to make a big statement.

Ready to Unleash Your True Revenue Potential?

Choosing the right ad sizes is just the beginning. A truly optimized monetization strategy involves the ideal mix of programmatic header bidding, cutting-edge ad products, and a dedicated team of experts to guide you.

You didn’t build your business around ad operations, but we did. Let Freestar be your one-stop shop for custom ad monetization so you can get back to focusing on your content.

Learn more and get started here.