Banner ads: best practices and tips

Online banners are the oldest digital ad format. The first banner ad appeared in the online magazine HotWired on October 27, 1994. The size was 468x60 pixels. What is the reason for this size? Well, the answer's simple. After the publishers have added all the articles to the page, the remaining free space was exactly that size. So the banner size 468x60 became the first in history and is still used today. 

Nowadays there are different shapes and sizes, designed for different devices. But unlike the first magazine, advertisers can now buy banner advertising through self-serve DSP platforms. This smart programmatic algorithm allows advertisers to reach target audiences through millions of sites and provides detailed statistics to analyze performance.

Banner is one of the most popular ad formats in ClickAdilla. Our banner ad network provides 9 banner sizes in different locations, native ads, and full-page interstitial ads. This is only from the advertising display inventory. 

Undoubtedly, display advertising has its minor flaws: banner blindness and ad blockers.

Accordingly, the number of clicks on banners is low. For example, 2% (2 clicks per 100 impressions) is a good click through rate for display ads. Despite it, banner ads still work. Display ads effectiveness depends on a properly configured ad campaign and well-crafted creatives. Further you will learn how to achieve it!

Banner advertising is a rectangular ad unit that comes in both animated or static versions. 

These types of mobile ads are displayed mostly at the top and bottom of the screen and remain in place during the user's session.


With our advertising inventory you can reach users on any device: mobile, desktop or tablet.

You can create targeted display ad campaigns on your dashboard. Some banner ad types are designed for mobile devices only, some - for desktop. Also we have In-app banners. Let's take a closer look at each type.


🔵 Banner size 300x250 is the most common format on our network with 500 million impressions daily. It has several locations: at the top, in the middle and in the footer.The minimum price is $0.002.

🔵 Banner size 728x90 is placed under videos. Daily traffic volume - 41 million impressions. The minimum price is $0.002.

🔵 Banner size 160x600, also called Skyscraper. This canvas allows advertisers to place a lot of information into it. 

🔵 Banner size 900x250 is the largest banner in ClickAdilla. Usually it's located on the top of the page. It's hard to miss such size.

🔵 Banner size 315x300 is located among the site's content. 


We recommend starting with a banner 300x250, since you’ll get a decent amount of traffic. After tests, you can launch other banner sizes to scale up your ad campaigns.



Mobile banners come in two sizes: 300x100, 300x250.

🔵 Mobile header appears at the top of the page.

🔵 Instant message appears at the bottom of the page. Announcements can be closed at any time.

🔵 Mobile Interstitial covers the main screen. The ad can be closed by the user at any time.

🔵 In-Video banner works like the mobile interstitial, but it appears on video players. 

🔵 Mobile Underplayer is located under the video player.

Instant message and mobile header are the most performing ad placements. 



This ad unit is the smallest available banner. You have to craft a short and clear message to attract users’ attention using such a tiny ad space.



This banner is slightly bigger than the previous one. It’s the most common banner in apps, which fits well with different promo codes and season sales.



It’s a mobile interstitial for in-app traffic. Mostly interstitial ads appear during mobile game level completion, natural transitions, navigation etc. So this way, users' experience is not interrupted at the most unexpected moment. Mobile Interstitial has the highest viewability of these four sizes. It generates good clickthrough rates and increases conversions eventually. 




This is a fairly large size of a mobile device. Typically this banner size appears within the content feed. Such placements show strong engagement. The size makes it easy to fit your brand story into this banner. 


🔰 How to create In-App campaign in ClickAdilla?


Advantages of In-App advertising


Users spend more time on apps, then on mobile web sites. Mobile app audiences are more engaged, since users find in-app banner ads visually pleasing. According to statistics, CTR of in-app banners is 0.58%, while CTR of mobile web banners is 0.23%. 


Advertising of mobile apps is 120% more likely to convert compared to mobile websites offers. In some cases promotion of mobile apps perform 11.4 times better. Of course, your business niche has a big impact. 


The most common advertising offers are casual games. 61% of all installed apps in the world are mobile games. Monetization is the main revenue generator for game developers as most games are free2play. 


🔰 Best Ad placements for Mobile games




The effectiveness of banner ads depends on several factors. So let's go into the details.

Call-to-Action button

Keep in mind that text on the button should be clear and concise. Clearly explain what the user can expect after clicking on the ad. The text should motivate users to click. Here are some CTA ideas:

  • ➡️ Get a discount
  • ➡️ Buy
  • ➡️ Get it now!
  • ➡️ Get it for free
  • ➡️ Click here
  • ➡️ Subscribe
  • ➡️ Apply now

Here is a good example of a 300x100 px size banner.

And here's an example of a bad design solution. That's why:

☑️ Despite the presence of a CTA button, it is better to use a brighter color. 

☑️ There is indistinguishable text.

☑️ It’s better to increase the size of the logo.

VPN affiliate programs performing well with traffic in ClickAdilla. Along with VPN, our advertisers launch antiviruses and mobile utilities.

Animated and video banners

In addition to the textual component and the choice of color, the visual part is important.

Motion banners look more effective and offer more flexibility in creativity. Animated GIF or video banners are superior to static ones in terms of engagement. They grab users’ attention, drive more clicks and conversions as a result. 

This animated banner is a good example of effective use of the canvas. Users immediately understand what is at stake when looking at this banner. But the main thing is missing here - the name of the game.

Do you like raffles? I do! Wheel of fortune is an evergreen idea for banner advertising. Usually advertisers use this trick for promoting sweepstake offers.


Location targeting

Make your ads more related to the local audience. Use location features to increase engagement rate. For example, you promote a bitcoin offer targeted on Nigeria. Pictures of the local currency, photos of famous people or local media will increase the persuasiveness of your ads.

Bitcoin banner advertising

Checklist of effective banner ads

  1. 1. One banner, one idea. Don't try to fit all the benefits of your offer into one banner.
  2. 2. Use your brand's color scheme. Make sure the text is instantly readable.
  3. 3. Insert your Logo.
  4. 4. Use a clear CTA. 
  5. 5. Create animated or video banners. It will bring you more traffic.
  6. 6. Banner size is limited. Check the specifications.

1024 Kb is the maximum banner size that you can upload on our platform.

After your banner is ready - ask yourself a question -  would you click on this banner? 

There are a bunch of different online services for banner creation. Here are some of them:

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Intuitive interface and ready-made templates will allow you to easily create quality motion banners and videos in minutes. The rest depends only on your creativity.

Get inspired by designs of your competitors. Find ads that already work with special tools like,,

The following spy tools are designed for adult ads:,, adplexity.


You can buy display ads on CPM or CPC. Bid starts at $0.002.

Which one payment model is more profitable? It depends on CTR.

Launch a campaign on CPM if your banners have a high CTR.

Here we compared these models.

0.35% is an average CTR. 0.6 % and higher is a good click through rate for display ads.

Use our Traffic Chart tool to check traffic volume and prices for required GEOs and ad formats.


Advertising tips

  1. 1. Use capping. This feature allows you to show ads to a unique user once a day.

  1. 2. Use targeting features to increase the relevance of your ads. On our platform you can tune location, language, time, operating system and other targeting options.
  2. 3. Create separate ad campaigns for each desktop and mobile devices. Thus it will be easier to understand the effectiveness of campaigns and better control over bid.
  3. 4. Test at least 4 different banners.



It’s no wonder there are questions around the effectiveness of display advertising. Ad blockers and ‘banner blindness’ lead to low CTR. Of course, there are challenges to display advertising. However it’s still an effective way to reach more people in more places online.

Display ads can help you promote your business when people are browsing online, watching videos, or using mobile apps. As I mentioned above, there are wide targeting options in ClickAdilla. You can launch banner ads targeted for any device, operating system, GEO, carrier, IP ranges, language etc. Creating quality display ads and using all the available targeting options, you will stand a chance of getting better results.

Reach out to your account managers to get assistance with fine-tuning a campaign.

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