2019 Banner Advertising Design Statistics and Trends

The banner ads we have known since the beginning of the Internet have been used as one of the most effective ways available to marketers and advertisers who need to offer their products or services to their customers. However, every industry evolves and adapts to the market based on customers' attitudes and of course current trends.

Therefore, while banner advertising can be a great choice, as a result, your results will often depend on how you adapt to your existing market.

You need to know how to make it fit. You must have complete knowledge, theory and method.

We therefore gathered the following data and found a number of useful information to help you navigate through the blurred waters of display advertising.


For this purpose, we collected data from more than 200 thousand users, and between January and May 2018 we analyzed 950 thousand banner ads.

This information has enabled us to answer some of your most troublesome questions, so you can clearly see trends in poster advertising.


Let's start with it and continue collecting your data:

1. Most used display ad sizes

What is the size of the most used display ad? Do you have more than one? What sizes should I choose for my designs?

These are three of the most important questions that emerge immediately after deciding to invest in banner advertising.

To be effective, you need to know how to take your audience. Obviously, everything starts with some technical details. One of these details, the size, always comes first.

According to our data, there are three banner sizes that make up the top ranks of our popularity list from a large list of standard sizes. There is, however, a number of options that are always the same, regardless of industry or professionals designing placards. Of course, I'm talking about a 300 × 250 rectangle strip. On average, how the first 3 looks:

  1. 300 x 250
  2. 728 x 90
  3. 336 x 280

There are other questions about these elections. These are all questions that need to be addressed before going further, for example:

Why is Rectangle the most used display ad size?

How does a rectangular type header appear on a web page loaded on a desktop computer, and how does it appear on mobile devices?

A. 300 x 250 banner ad

Some important facts about this particular banner size are the facts that should explain why they are in the first place in every situation:

The poster size is not the only one popular this year.

It may be the first choice for marketers, designers and entrepreneurs, but there are other dimensions that are popular among professionals.

B. 728x90 banner ad

In general, this format is the second choice and there is at least one reason for this. The forum is very effective when placed in the top of websites or in a website or blog title. The area is quite effective since the viewer's focus is immediately drawn before reading the headlines or content.

It may also be tempting to place this type of ad on the bottom of the content area and in the footer, not just below the page. However, according to statistics, only the head unit will be successful and as a result will get value for money.

In addition, such a unit is sometimes used as part of a sponsorship message or as a home page.

C. 336 x 280

This type of ad format is the large middle brother of the above mentioned 300 × 250 units. This is a premium format and is offered as an option only by major advertising agencies / networks. This poster ad, which is larger than the previous one, takes full advantage of it. However, it can come with a better reading because of the larger fonts and the wider area that allows pictures.

The 300 × 250 unit can offer a high CPM if placed above the folding.

2. Most used static ad types

Apart from the dimension, there is another technical issue that needs to be addressed before you save and publish your banner ads. You need to choose your file format, and apparently, it won't be difficult to think that there are so many options. Most static banner ads are based on GIF, JPG and PNG compression and have gained popularity in JPG.

There are many poster advertising examples out there and you can look at the work of other designers to understand the differences and see the final results with your own eyes.

We need to understand the main differences between JPG, GIF and PNG in order to better understand the trends and make an informed decision.

A. What you need to know about JPG format in display ads

Some important information about the JPG file format:

B. What you should know about the PNG format in display ads

Now, let's take a quick look at some important data about PNG, the second most popular file format for static banner ads:

C. What you should know about the GIF format in display ads

GIF is one of the oldest file formats that can be used online, and has been used mostly for mobile content over the past decades. Due to the compression and small file size, it was a very good choice nowadays, but due to its technical limitation, it fell out of goodness among professional designers, marketers and entrepreneurs. Here are some quick facts about GIFs:

3. Most used animated ad types

Static ads may be effective for some marketers, but there are many professionals who invest in designing and running animated ads. This is not a discussion of which banner type provides the best results. Instead, we'll focus on statistics showing the trends of this year's options by animated banner type.

Here are a few questions: What are animated HTML5 banner ads? What are animated GIFs? What are the main differences between the two and why do people choose one from the other?

Starting from the definitions, we will try to answer each one individually.

  1. Animated HTML5 . HTML5 is the latest evolution of the standard HyperText Markup Language, traditionally called simple HTML. Most websites are based on these scripts, and as a result, the format is supported locally by all browsers. Unlike previous versions, the HTML5 designer allows you to animate banners using CSS, JavaScript, and rich media, without loss of visual quality and using minimal space and computer resources.
  1. Animated GIFs  contain a series of images encoded in Graphic Interchange Format grouped in a single file. Frames are presented in a specific order and can be looped in an infinite manner. It's a quick and simple way to deliver dynamic content on a web page.

The differences between two animation types and why most professionals use animated HTML5 for banner ads:

Although the GIF file format is nearly as old as the Internet we know, it is still a popular format between normal and professional users. GIF banners are outdated, inefficient and inefficient in many ways, but as we can clearly see from the data described above, there are more than 34 percent of marketers still thinking about using it.

Twenty years ago, GIFs were the main choice, small file sizes were the perfect option for slow internet connections that were available at that time. Over the years, Flash banners were first replaced by HTML5 banners in most cases. Although Flash technology satisfies the appetite of the marketer and viewer for visual quality, it lacked something that proved to be decisive: compatibility. For this reason, HTML5 has become a new standard for professional marketers, and today we can clearly see that over 65% of professionals who use it are widely accepted.

Some facts that shed light on the main differences between GIFs and HTML5 animated banners:

4. Use of fonts in display banner ads

understand and read easily.

In addition, your visual image must match the brand and style of your visual marketing campaign. As a result, you should choose the best and most appropriate banner fonts for your designs.

Here is what we learned after compiling the data in our study. According to statistics, the most commonly used fonts are:

    1. Gotham
    1. Myriad Pro
  1. Helvetica New LT Std

Why Gotham, Myriad Pro and Helvetica Neue LT Std main preferences? Where can they be used?

As you can see in the picture above, all of these typographies look legit and elegant. It is a perfect combination of classic and modern and can convey a clear and legible message regardless of the size of the font used.

Now, let's look at the most commonly used typography based on the occupation of the people we are targeting:

Top 5 font entrepreneurs use banner advertising designs:

    1. Brandon Grotesque
    1. Arial
    1. Myriad Pro
    1. Raleway
  1. Futura Std

Top 5 fonts used by designers:

    1. Gotham
    1. Helvetica New LT Std
    1. Next New
    1. Brandon Grotesque
  1. Free new

Top 5 fonts for marketing:

    1. Myriad Prod
    1. Helvetica New LT Std
    1. Gotham
    1. Next New
  1. Open Sans


Whatever your business type, to be effective and efficient, you must stay true to your time and be contemporary with your business and colleagues. This is even more so if you are interested in a audience or if you need to deliver a message to an audience to succeed.

For this reason, the marketing and advertising industry is always obliged to adapt to the tendencies of the times and to the enthusiasm and behavior of the viewers who are most affected by these trends.

This study was done to help marketers, entrepreneurs and designers to see today's banner advertising design market more clearly and, as a result, to more easily adapt to the expectations of their audience.

What do you think of these figures? Are there other trends that you may have noticed in recent months?

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