2 minutes read

In a previous article we talked about banner standard sizes, one of the most important metrics in banner advertising. 

Now the second metric in the order of its importance is the banner file size.

There are different advertising networks, and they have different weight banner standards, here are some of them:

The recommended banner size from AdWords

The file size limit for all static ads is 150 kilobytes and for all animated ads is 150 kilobytes or smaller

Max. size (kB)
Banner Ad Ad Size Static (JPG, GIF) Animated (.GIF, HTML5)
Small square 200 × 200 150 150 KB or smaller
Vertical rectangle 240 × 400
Square 250 × 250
Triple widescreen 250 × 360
Inline rectangle 300 × 250
Large rectangle 336 × 280
Netboard 580 × 400
Skyscraper 120 × 600
Wide skyscraper 160 × 600
Half-page ad 300 × 600
Portrait 300×1050
Banner 468 × 60
Leaderboard 728 × 90
Top banner 930 × 180
Large leaderboard 970 × 90
Billboard 970 × 250
Panorama 980 × 120
Mobile banner 300 × 50
Mobile banner 320 × 50
Large mobile banner 320 × 100

The recommended banner size from IAB

Note that these file weights refer to the initial download. That means, a flash banner can have a total file weight of over 40 KB, but anything above 40 KB is downloaded “in the background” meanwhile the flash ad/animation had already begun.

Here you can read more

Banner Ad Size Range Max. K-Weight (kB)
Ad Size Max Size Min Size Initial Load Subload
Billboard 970 x 250 900 x 225 1800 x 450 250 500
Mobile Banner 300 x 50 300 x 50 450 x 75 50 100
Leaderboard 728 x 90 600 x 75 1200 x 150 150 300
Half Page 300 x 600 300 x 600 450 x 900 200 400
Portrait 300 x 1050 300 x 900 450 x 1350 200 400
Skyscraper 160 x 600 160 x 640 240 x 960 150 300
Medium Rectangle 300 x 250 300 x 300 450 x 450 150 300

 

Aol Advertising: The maximum accepted file size is generally 40 KB for the standard banners, but there are some exceptions. You can read more here.

Right Media – the file size should be up to 37 kb.

How do we measure the online banner size?

The file size is measured in bytes, often with the kilo- (thousand) or mega- (million) metric prefixes, and it represents the amount of disk space consumed by a particular file.

  • 1 B = 1 byte
  • 1 kB = 1.000 bytes
  • 1 MB = 1.000 kB or 1.000.000 bytes
  • 1 GB = 1.000 MB, 1.000.000 kB, or 1.000.000.000 bytes

As with other files, banners (JPGs, GIFs, SWFs etc.) have certain file weights. These files are temporarily downloaded on the users’ computers when they open a web page, so the bigger a banner file is, the heavier and slower to download that web page will be.

That made publishers introducing some restrictions regarding the standard file size of the banner they would accept. And that was the first step to introducing a set of universally accepted standards concerning the banner file sizes.

Creator

4 Comments

  1. Great! Thank you very much!
    I always wanted to write in my site something like that. Can I take part of your post to my blog?
    Of course, I will add backlink?

    Sincerely, Timur I.

  2. That article is from 2008. Given the fact that the internet connections have increased significantly are those weight still relevant ?

  3. @Jessica — Compress the files if you haven’t already. If they’re animated/gifs/whatever, try reducing the frame rate.

  4. Terry, make sure that it’s png tho because last time I tried with jpg, the quality of the end result was really bad.

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