Display Ad Formats to Explore

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Display advertising has undergone a renaissance of sorts the past few years. Supported by advertisers continued interest in exploring anything that generates results, and driven by the advent and adoption of new and more powerful technologies, the banner or display ad is now a serious consideration by as many SMB’s as Fortune 500’s.

Display works when you know what you’re dealing with – the problem is, most don’t. The first step should be to understand the variety of formats you’ll be working with as you advertise. Below you’ll find the most common display advertising formats in use today.

The IAB's Rising Star formats were intentionally excluded as few sites yet accomodate these formats - although there is definitely a slow increase in use by digital publishers. Our focus now is to explore the digital ad formats known as the UAP or Universal Ad Package (as well as a few other interesting units you chould explore - WM will focus on rich media ads, digital video, and popup in future posts. The UAP provides coverage for a majority of advertising positions available today. There are definitely other common sizes but every advertiser should in the least have the UAP formats ready for their promotional needs.

Again, Website Magazine will be expanding this list in the future so stay tuned. Make sure you're subscribed to the print/digital edition and follow our editors at Facebook and Twitter.

Current IAB-reccommended UAP Formats include:

(Editors Note: The IAB consistently recommends 40KB for all of its UAP formats.)

Medium Rectangle: 300x250

Rectangle: 180x150

Leaderboard: 728x90


Wide Skyscraper: 160x600

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