The Best Banner Formats to optimize your advertising campaigns


better web banner formats

Advertising banners are fundamental elements of web marketing, used to attract attention, promote products and services, and increase conversions.

Understanding the various formats and optimization best practices is crucial to maximizing the effectiveness of your advertising campaigns. If designed correctly, they can significantly increase traffic and conversions.


  • Main Banner Formats
  • Strategic Uses of Banners
  • Formats to Avoid
  • Conclusions

Main Banner Formats

Advertising banners are used in various formats, each with specific characteristics that influence their visibility and effectiveness. Among the main formats we find: 

  1. Engaging Content: Use eye-catching images and clear calls-to-action. The content must be relevant and interesting to the target audience.
  2. Responsive Design: Make sure banners are optimized for different devices, especially smartphones.
    For example, the Smartphone Leaderboard format (320x50) is very effective on mobile devices.
  3. Display Frequency: Balance the display frequency to avoid user saturation and resulting banner blindness.
  4. Testing and Analysis: Conduct A/B testing to identify which designs, copy, and calls-to-action work best. Monitor metrics such as CTR (Click-Through Rate) and conversions to optimize performance.

Strategic Uses of Banners

Banner advertising can be used strategically for several purposes, including:

  1. Retargeting: Use banners to retarget users who have already visited the site, increasing the chances of conversion.
    This strategy is particularly effective for winning back potential customers.
  2. Promotions and Offers: Banners are ideal for promoting discounts, limited-time offers and new product launches.
    Formats like Billboard (970x250) are perfect for capturing attention about special promotions.
  3. Brand Awareness: Large banners such as Halfpage (300×600) or Large Rectangle (336×280) are excellent for branding campaigns thanks to their high visibility and ability to convey complex messages.

Formats to Avoid

Not all banner formats are equally effective, and some can even be counterproductive:

  1. Intrusive pop-ups: While they can be effective in terms of visibility, they are often annoying to users and can harm user experience, leading to high bounce rates.
  2. Small banner: Formats such as Small Square (200×200) they can go unnoticed and have very low CTRs, making user engagement less likely.
  3. Non-responsive formats: Banners that do not adapt properly to different devices can compromise the user experience, especially on smartphones and tablets, reducing the overall effectiveness of the advertising campaign.


When choosing banner formats, it is important to consider both visual impact and user experience. The most popular formats offer an effective combination of visibility and usability, while less common formats can be used for specific purposes or particular layouts.

Choosing the right banner format can make the difference between a successful advertising campaign and a failed one. Our advice is to start with the most used formats to ensure good performance and experiment with less common formats to find the optimal solution for your needs.

Do you want to improve the performance of your advertising campaigns?

Trust BigFive, we optimize your banners and create strategies tailored to your business to achieve concrete results.