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The Ultimate Guide to Using the 728×90 ad size Effectively The Pros and Cons of the 728xAd Size: What You Need to Know

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This Article post delves into the 728×90 leaderboard ad banner, a popular ad size in online advertising, and its effectiveness in enhancing ad viewability and engagement. It covers different aspects of placement and best practices for site owners and ad buyers.

Understanding the 728×90 Leaderboard Ad Banner

The 728×90 leaderboard banner is a popular banner ad size, typically 728 pixels wide and 90 pixels high, used at the top of a web page or strategically placed elsewhere for advertisers.

728×90 ad size Leaderboard Placements

  1. Above the Header: Placing a leaderboard ad above the header is a common practice, ensuring excellent visibility. This placement is prevalent on the home pages of publishing websites.
  2. Below the Header: Another popular placement is just below the header, retaining prominent visibility on the homepage. Websites like Tom’s Guide, Forbes, and the BBC often use this placement.
  3. Between the Content: Placing leaderboard ads between the content is a budget-friendly option. It’s essential to choose high-performing pages for this placement, even though it’s less prominently visible.
  4. Above the Footer: Some publishers opt for placing leaderboard ads above the footer. However, care should be taken, as not all visitors scroll to the bottom of a website.
  5. As an Anchor Ad: Leaderboard ads can be used as anchor ads, pinned to the footer of the desktop version of a site. While these may offer reasonable RPM (revenue per mille), they can also be annoying to users.

The Best Position for 728x90s

Leaderboard ads perform best when they appear at the top of web pages. This placement, referred to as “above the fold,” maximizes visibility and click-through rates, making it the most sought-after option for advertisers.

Top Tip: Lazy Loading: For ads placed below the fold, implementing lazy loading is crucial. This technique ensures that ads load only when they are on or almost on-screen. Without lazy loading, below-the-fold ads may slow down page loading and drive users away, diminishing their value further.

728×90 ad size Advice for Site Owners

  • Leaderboards earn high RPM, making them a valuable addition to your web pages.
  • Consistency in placement is essential, especially for sponsorships and homepage takeovers.
  • Consider using one leaderboard ad at the top of web pages for optimal results, as ads at the bottom of pages are rarely viewed.

Advice for Ad Buyers:

  • Include leaderboard ads in your ad buy, as they are among the best-performing ad slots, despite being relatively more expensive.
  • If using multiple leaderboard ads on one page, differentiate between them for better monetization.


728×90 leaderboard ads are a powerful tool for both site owners and ad buyers. When strategically placed and used thoughtfully, they can maximize revenue and user engagement. Their above-the-fold visibility and high RPM make them a top choice in the world of online advertising. So, consider incorporating 728×90 leaderboards into your advertising strategy to reap the benefits of their commanding presence and effectiveness.

READ THIS – Website Banner Size Best Practices: What Every Web Designer Should Know

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