Make a 728×90 leaderboard ad
A wide, shallow strip that runs above or below page content on desktop. It has more width than almost any other unit and almost no height, which makes it the least forgiving shape in display advertising.
The specification
| Dimensions | 728 × 90 pixels |
|---|---|
| Aspect ratio | 8.09:1 |
| Common name | Leaderboard |
| Category | Display advertising |
| Where it runs | The header area above page content, and sometimes below it. Desktop only in practice, because the width does not fit a phone screen. |
| Export formats | HTML5 banner package for ad servers, animated GIF for display networks, or static PNG and JPG. |
Designing for this shape
Work horizontally, never stacked
At roughly 8:1 you get one line of text. Put the message on the left and the call to action on the right, with the logo tucked at one end.
Four to six words, maximum
This is a headline you read in passing, not a paragraph. Cut every word that is not doing work.
Type can go surprisingly large
With only 90 pixels of height, set the headline around 26 to 32 pixels. Small type in a wide strip disappears entirely.
Frames and timing
Two or three frames, each held briefly. A leaderboard is glanced at, not studied, so the message has to land in the first frame on its own.
File weight
The Google Display Network sets a maximum of 150 KB per creative, applied to both image and HTML5 units. Many networks also cap animation length, commonly at 30 seconds, and require the loop to stop after a small number of repeats.
Every network and placement enforces its own specification, and those change. Confirm the current maximum file size, animation length and format support for the platform you are running on before you publish.
Sizes that pair with it
A campaign is rarely one size. These are the units most often bought alongside 728×90, and one design can be fitted across the whole set with shared margins and synced headlines.
See the full banner size guide for every standard dimension, or read about how frame animation works and GIF weight limits.
Questions
What is a 728x90 banner called?
The leaderboard. It is one of the oldest standard display units and still one of the most widely served on desktop.
How much text fits in a 728x90 ad?
Realistically one line of four to six words, plus a short call to action. The height is the constraint, not the width.
Does 728x90 work on mobile?
No. It is too wide for a phone screen. Use 320x50 or 320x100 for anchored mobile placements instead.
Open the editor to build a 728×90 ad now, or return to the home page.