Automatad studied over 2 billion display ad impressions to find the best ad sizes to use.
The report states, ad units with sizes 728x90 (desktop “leaderboards”) and 160x600 (vertical ads) have higher viewability on desktops and are best suited for brand awareness campaigns. However, 50% of all display impressions delivered on mobile are by ad units sized 320x50.
A medium, 300×250, ad unit sees around 40% impressions on mobile. When it comes to performance marketing, 300x250 had the highest click-through-rate (CTR) on mobile. While 970x250 has the highest CTR on desktop, 300×600 is ideal for both CTR and demand.
However, desktop “leaderboards” can lead to 25.68% of the total revenue, while vertical ad units correspond to 21.61% of the total revenue on desktops. 320x50 and 300x250 ad sizes can bring in 48.64% and 41.19% revenue for mobile ads, respectively.
[3 minute read]