The 728x90px ad, also known as the Leaderboard ad, is 728 pixels wide and 90 pixels in height.
As well as a Leaderboard, this ad size is also often referred to as Tablet Banner, Leaderboard Banner, or Super Banner.
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728x90px Ad (Leaderboard Ad) Average CTR
The average CTR for the 728x90px ad is 0.38%, verified by our internal testing with a minimum of 1,000 clicks served.
This is quite a low CTR for quite a large ad unit, however it’s size when expressed in number of pixels pales in comparison to larger ad units like the HPU or Billboard.
For context, the Leaderboard ad has 65,520 pixels, compared to 180,000 pixels for the HPU ad and 242,500 pixels for the Billboard.
Where Do 728x90px (Leaderboard) Ads Serve?
Leaderboard ads can appear on desktops and tablet devices. Through internal testing, we have found that there is much more inventory available for this ad unit on desktop devices than on tablet devices.
728x90px Ad (Leaderboard Ad) on Desktop Example
728x90px Ad (Leaderboard Ad) on Tablet Example
Advantages of 728x90px (Leaderboard) Ads
Visibility
The 728x90px ad size is often displayed at the top of the webpage, making it more noticeable and capable of grabbing users’ attention on both desktop and tablet devices.
As well, Leaderboard ads can also be displayed as a ‘sticky ad’, which is when the ad sticks to the bottom (or top) of the page. This both increases the ad’s viewability (as it stays on screen longer), and increases engagement.
You can see an example of a sticky Leaderboard ad below.
Disadvantages of 728x90px (Leaderboard) Ads
Space Constraints
While larger than some ad formats like the Mobile Banner (300x50px) and Wide Mobile Banner (320x50px) sizes, the 728x90px size still has limitations in terms of size – especially when compared to larger ad formats that can also show on both desktops and tablets, such as the Billboard (970x250px) or HPU (300x600px).
As such, complex ad messaging will often still require simplification – you don’t want to overcrowd the ad with your messaging.
User Annoyance
Despite the sticky ad placement enjoying high viewability, this often comes at the expense of annoying users, as the ad will not leave their screen unless there is an X they can press to close the sticky ad slot itself.
Best Practices for 728x90px (Leaderboard) Ads
Have a Clear and Concise Message
Keep your message simple and focused. Due to the limited space this ad provides (mentioned above), you’ll want to prioritize the most important information, such as your headline, key benefits, and call to action.
Avoid clutter and unnecessary details.
Employ Good Use of Colour
Leaderboard ads should employ good use of colour to ensure it stands out against a white background, which is the most used background colour on the web.
As 728x90px ads can also appear at the top of webpages, it makes it all the more important to make good use of the incredibly high visibility this placement provides and use colours to really grip the viewer’s attention.
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