Make a 970×250 billboard ad
The largest common display unit, running across the top of wide desktop pages. It is the closest display advertising gets to a print spread, and it is wasted on a small idea.
The specification
| Dimensions | 970 × 250 pixels |
|---|---|
| Aspect ratio | 3.88:1 |
| Common name | Billboard |
| Category | Display advertising |
| Where it runs | The top of a page on wide desktop screens. It does not serve on narrow viewports, so it is a desktop-only play. |
| Export formats | HTML5 banner package for ad servers, animated GIF for display networks, or static PNG and JPG. |
Designing for this shape
Split it left and right
At nearly 4:1 the natural layout is imagery on one side and message on the other. A centred, symmetrical layout looks weak at this width.
Set type large and confidently
You can run a headline at 40 pixels or more. This is the one display unit where restraint in type size works against you.
Mind the weight
A billboard invites a big photographic background, and the same 150 KB ceiling applies as to every other unit. Compress before you import.
Frames and timing
Two or three frames. It is a high-impact unit at the top of the page, so a single strong statement followed by a call to action usually outperforms a longer sequence.
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 970×250, 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 970x250 ad?
The billboard, a large high-impact display unit placed at the top of wide desktop pages.
Does a billboard ad show on mobile?
No. It requires a wide viewport, so pair it with 320x50 or 320x100 to cover mobile placements.
Is 970x250 the same as 970x90?
No. 970x90 is the large leaderboard, a shallow header strip. The billboard is far taller and is treated as a premium unit.
Open the editor to build a 970×250 ad now, or return to the home page.