970x250 Ad Size: Best Practices

January 26, 2024

Nitin is the CEO of quickads.ai with 20+ years of experience in the field of marketing and advertising. Previously, he was a partner at McKinsey & Co and MD at Accenture, where he has led 20+ marketing transformations.

Designing effective 970x250 ads can be challenging.

By following industry best practices around design, deployment, and measurement, you can create high-impact 970x250 ads that drive results.

In this post, we'll cover key considerations around utilizing this ad format successfully, from creative guidelines to performance analysis.Learn the core principles behind making the most of the 970x250 ad size.

Introduction to 970x250 Ad Size

The 970x250 ad unit, also known as the Billboard ad, is a high-impact IAB standard ad format that offers engagement and visibility. This guide will provide best practices for designing and implementing effective 970x250 ads.

Understanding the 970x250 Billboard Ad Size

The 970x250 ad size, commonly referred to as the Billboard ad, is a large, high-impact ad unit that captures user attention. Here are the key details about this ad format:

  • Dimensions - 970 pixels wide by 250 pixels tall
  • File Size - Less than 200KB recommended
  • File Types - JPG, GIF, PNG, HTML5
  • Placement - Above the fold on websites and apps

With its substantial size and prominent positioning, the Billboard ad drives strong results by increasing brand awareness and campaign performance.

The Importance of Ad Design in the 970x250 Format

When working with the 970x250 ad unit, creative design and messaging are vital for success. Here are tips for maximizing this ad size:

  • Use high-quality images and graphics that align with brand guidelines
  • Craft a clear, succinct headline and call-to-action
  • Ensure critical information is readable on all devices
  • Drive traffic to a specific landing page for conversions

Well-designed 970x250 ads can capture attention, communicate brand value, and motivate desired actions from consumers.

Maximizing Visibility with 970x250 Ads

To increase visibility and engagement, 970x250 ads should follow these best practices:

  • Test different layouts for optimal performance
  • Use animations and interactions sparingly to avoid distractions
  • Ensure ads are fully responsive across devices and orientations
  • Follow platform policies and secure certification for top marketplaces like Amazon

By fine-tuning 970x250 creatives based on performance data, advertisers can achieve better campaign results and return on ad spend (ROAS).

Is 300x250 a mobile ad size?

The 300x250 ad size, also known as the IAB Medium Rectangle, is commonly used across both desktop and mobile devices. Here are some key things to know about using 300x250 ads for mobile:

  • Yes, the 300x250 ad size is widely supported on mobile. It is one of the most popular ad units on mobile, alongside sizes like 320x50 and 300x50.

  • 300x250 ads adapt well to different mobile screen sizes. On smartphones, the ad will often take up the full width of the screen. On tablets, it may appear smaller. The flexible size allows it to display nicely across devices.

  • Place 300x250 ads above the fold for best results. Mobile users tend to scroll less than on desktop, so viewability suffers when ads are placed further down the page. Displaying 300x250 ads above the fold helps more users see and interact with them.

  • Keep mobile load times in mind. Large file sizes can frustrate mobile users and cause high exit rates. Compress images and videos, and optimize coding to keep file sizes small. Faster load times lead to better engagement.

  • Design ads with fat fingers in mind. Use larger buttons and tap targets to accommodate less precise inputs on mobile devices. This improves clickthrough rates.

In summary, the 300x250 ad unit works very well for mobile advertising. Just be sure to optimize for faster load times, above-the-fold placement, and fat finger-friendly design. With some mobile best practices, it can be an extremely effective ad size across devices.

What size is a 320x250 ad?

The 320x250 ad, commonly referred to as the "medium rectangle", is one of the most popular and versatile ad sizes used in digital advertising today. This ad unit provides a large enough canvas for visually compelling creative while still fitting nicely into all types of ad placements.

Here are some key things to know about the 320x250 ad size:

  • The 320x250 has dimensions of 320 pixels wide by 250 pixels tall, as the name implies. This makes it a rectangular ad shape.
  • This size is considered an IAB (Interactive Advertising Bureau) standard ad unit, meaning it's an industry-accepted size that fits common ad slots across websites and networks.
  • The 320x250 offers a good balance of visual real estate without being overly intrusive on mobile or desktop. Its size allows for attention-grabbing images, headlines, animations, etc.
  • This ad unit works well in sidebars, in-stream placements, interstitials, and more. Its versatility across placements makes it widely adopted.
  • On desktop, the 320x250 performs well above the fold or in the right rail. On mobile, it fits nicely between paragraphs of content.
  • The 320x250 is large enough to include a clickable call-to-action button, which helps drive better conversion rates.

In summary, the 320x250 ad size, also referred to as the medium rectangle, offers marketers a standard and versatile ad unit that can drive results across platforms when paired with compelling creative. Its balance of size and shape allows it to be integrated easily across websites while still standing out.

What is a 300x600 ad size?

These ads fill the width of a mobile phone screen (for example, iPhone, Android, BlackBerry 6 and so forth). The 300x600 ad size, sometimes referred to as a "half page," provides advertisers with a larger space to convey their message and offer rich engagement opportunities to users.

Some key things to know about 300x600 ads:

  • They take up about half of the screen vertically on a phone held in portrait orientation. This makes them very visible and attention-grabbing.

  • Their dimensions are 300 pixels wide by 600 pixels tall. This more elongated shape allows for more content than square ads.

  • They can include images, headlines, body text, calls-to-action, etc. given their ample size. Creative elements have more room to shine.

  • These units lend themselves well to mobile games and apps, where vertical orientation is common. They can showcase app imagery effectively.

  • Their larger canvas provides a robust canvas for interactive elements like carousels, expandables, parallax effects, and more.

In summary, the 300x600 is a high-impact mobile ad format with ample room for compelling creative, engagement features, and messaging tailored to the vertical viewing experience on phones. Used strategically, it provides a striking way to capture user attention and drive conversions across mobile campaigns.

What is a medium rectangle 300x250 pixels?

The 300x250 pixel ad size, commonly referred to as a "medium rectangle" or "MPU", is one of the most popular and effective ad formats used in digital advertising today.

Here are some key things to know about 300x250 ads:

  • Dimensions: As the name suggests, the ad measures 300 pixels wide by 250 pixels tall. This size strikes a nice balance between having enough space for compelling creative while still fitting into common ad placement areas on websites and apps.

  • High Viewability: The size lends itself to high viewability, meaning users are more likely to see and engage with the ads. This leads to better campaign performance.

  • Flexibility: 300x250s are versatile and fit nicely into sidebar ad spaces, in-stream ad units on publisher pages, in-app ad slots, and more, making them widely adopted across channels.

  • Popularity: It's one of the most popular IAB standard ad sizes, meaning ample ad inventory and opportunities for media buyers. 300x250s account for a large portion of display ad impressions across programmatic and direct-sold channels.

In summary, 300x250 ads have become a staple ad unit for a reason - they command attention, drive results, and offer flexibility. Following IAB guidelines for creative design helps ensure ads render properly across environments. Checking campaign reporting and optimizing for key 300x250 placements can be a strategic way to boost campaign success.


Designing Effective 970x250 Ads

Creating visually appealing and effective 970x250 ad campaigns requires careful planning and design. By adhering to guidelines, utilizing templates, and optimizing for multiple platforms, advertisers can maximize the impact of these large format "billboard" ads.

Adhering to Amazon Ads Guidelines and Acceptance Policies

When designing 970x250 ads for Amazon, it's important to ensure they comply with Amazon's guidelines and acceptance policies. Key things to consider:

  • Relevance - Ensure ad imagery and messaging are relevant to the promoted product, brand, or offer. Don't use unrelated or distracting content.
  • Clarity - Ad concept and messaging should be immediately clear to users. Avoid overly complex or cluttered designs.
  • Accuracy - All claims, statements, and representations you make must be accurate, substantiated, and truthful.

Following these principles will help gain approval and drive better campaign performance. Be sure to reference Amazon's full advertising policy for additional specifics.

Incorporating Brand Elements: Amazon Brand Usage Guidelines

Effectively integrating brand elements into 970x250 ads helps reinforce brand identity and recognition. However, when including trademarked brand names, logos, or imagery in Amazon ads, you must adhere to Amazon's brand usage guidelines, which state:

  • You must have the rights to use any brand elements in your ads.
  • Ads must comply with Amazon's relevance policies and clearly promote your products, not just the brand.
  • Specific call-outs for "official brand partners" or "authorized resellers" may require pre-approval.

Responsive Design for Multiple Platforms

With 970x250 ads displayed across desktop and mobile, responsive design is key. Follow these best practices:

  • Flexible layouts - Design layouts to flexibly adapt across viewports versus setting fixed widths/heights.
  • Legible typography - Use font sizes that remain legible as screen size changes.
  • Streamlined functionality - Reduce visual clutter and simplify interactivity for mobile.

Properly implementing responsive design preserves your ad's visual hierarchy, engagement, and performance across devices.

Utilizing Downloadable Templates for 970x250 Ads

Leveraging 970x250 ad templates can simplify and expedite the design process. Most templates include:

  • Pre-sized Photoshop and Illustrator layouts
  • Organized layers/artboards
  • Customizable text/image placeholders
  • Helpful tips for high-performance ads

Look for templates certified by industry authorities like Google or Amazon. This helps ensure they meet the latest specifications and best practices.

970x250 Ad Example Showcase

Analyzing a High-Performing 970x250 Ad Example

A great example of an effective 970x250 ad is Shopify's ad campaign promoting their free 14-day trial. The ad features a bold headline that clearly conveys the key benefit - "Try Shopify Free for 14 Days". The supporting visual shows a dashboard that allows the user to easily manage their online store.

This ad works well because:

  • The headline clearly summarizes the key offer and benefit to attract the user's attention
  • The visual reinforces how Shopify can help users manage their business
  • The call-to-action button stands out against the clean, uncluttered background
  • There are no unnecessary distractions - every element focuses on conveying the core message

By following principles like prioritizing clarity and simplicity, this example demonstrates an effective application of 970x250 ad best practices.

The Role of Creativity in Billboard Ad Size

Creativity can play an important role in enhancing 970x250 ads, when applied judiciously. Some examples of creative approaches that work well with this ad size:

  • Interesting visual concepts: Illustrations, graphics, or photos that catch the viewer's attention and relate to the product can make an ad more engaging. However, they shouldn't distract from the core message.

  • Thoughtful layouts: Structuring ad elements in an unexpected yet easy-to-parse layout can help an ad stand out. But clarity should still be prioritized.

  • Subtle animation: Subtle motion can draw the eye while still feeling polished. But too much movement can feel overwhelming or amateurish.

The key is balancing creativity with clarity. Pushing creative boundaries can help a 970x250 ad grab attention, while ensuring it still effectively communicates the key sales message.

Learning from Less Effective 970x250 Ads

Some common pitfalls that make 970x250 ads less effective include:

  • Too much text: Packing in long blocks of text makes an ad feel dense and hard to parse quickly. Key points get drowned out.

  • Confusing messaging: Trying to communicate too many different ideas dilutes the core message and causes confusion. Keep the value proposition clear and singular.

  • Cluttered layout: Cramming in too many elements like images, buttons and text feels chaotic. White space is important for visual clarity.

  • Over-animation: Excessive or poorly executed animation draws attention away rather than guiding the viewer's eye. Subtlety is key.

By studying examples that don't work well, we can better recognize the principles that make for effective 970x250 ads: simplicity, clarity, visual hierarchy, and purposeful creativity. Keeping the user experience focused takes priority.

Technical Considerations for 970x250 Ads

Understanding the technical requirements for implementing 970x250 ads is key to ensuring optimal display and performance. Here are some best practices to consider:

Understanding Ad Contraction and Expansion

  • 970x250 ads may "contract" or "expand" to fit different screen sizes. This means the ad unit will shrink on smaller screens or grow on larger screens while maintaining the aspect ratio
  • Consider turning off ad slot expansion if you want consistent rendering across devices
  • Design ads with some negative space around key elements to account for contraction

Optimizing 970x250 Ads for Mobile App Interstitials

  • Interstitials appear full screen on mobile apps, so 970x250 ads need to be designed specifically for this long, narrow format
  • Place branding and headlines near the top since they will be visible when the ad first appears
  • Use large, eye-catching visuals to capture attention and encourage engagement
  • Ensure design and messaging work well on both portrait and landscape orientations

Partnering with a Google Certified Publishing Partner

  • Certified Publishing Partners have extensive expertise creating, optimizing and managing 970x250 ad campaigns on the Google Display Network
  • They stay up-to-date on the latest Google policies, recommendations, and best practices
  • This can improve campaign performance through informed targeting, advanced features, and ongoing optimization

Planning Campaigns with Appropriate Lead Times

  • Build in lead time for ad creation, revisions, testing, and trafficking when planning 970x250 ad campaigns
  • Complex animations, interactive elements, etc may require longer lead times for development and QA
  • Follow each ad platform's lead time policies and account for delays to ensure ad goes live on schedule

With careful planning and optimization, 970x250 ads can captivate audiences and deliver strong campaign results across devices. Partnering with experts and understanding key technical considerations sets the stage for success.

Measuring and Optimizing 970x250 Ad Performance

Setting Benchmarks for 970x250 Ad Success

When launching a new 970x250 ad campaign, it's important to establish clear benchmarks for success. Useful metrics to track include:

  • Clickthrough rate (CTR): Aim for a CTR of at least 0.1-0.3%.
  • Viewability: Ensure over 50% of impressions are viewable.
  • Interactions: Track clicks, hovers, expands etc. Set goals for each.
  • Conversions: Define campaign objectives and optimize for conversions.

Set realistic goals based on industry averages and previous campaign data. Continuously monitor metrics to identify optimization opportunities.

Continuous A/B Testing for Improved Engagement

A/B testing different 970x250 ad variants is key for optimization. Useful elements to test include:

  • Headlines and call-to-actions
  • Images, graphics and color schemes
  • Ad copy and messaging
  • Layouts and sizes
  • Interactivity features

Analyze performance data to determine winning variants. Run new A/B tests to further refine ads. Small iterative changes can have a big impact over time.

Analyzing Campaign Data to Drive Decisions

Carefully analyze 970x250 campaign metrics to uncover:

  • Top performing days/times/placements
  • Visitor demographics and behavior
  • High/low conversion paths
  • Viewability and rendering issues

These insights allow informed decisions on budget allocation, bid adjustments, creative optimizations, and more. Continually refine based on latest performance data.

Conclusion: Mastering the 970x250 Ad Size for Maximum Impact

Recap of 970x250 Ad Best Practices

Here are some key best practices to keep in mind when creating 970x250 ads:

  • Focus on a clear, concise message - You only have a few seconds to grab attention, so make your key selling point or CTA clear and noticeable. Avoid clutter.

  • Use high-quality images and video - Dynamic visual content performs best to capture interest. Ensure images and video are crisp and eye-catching at full size.

  • Optimize for all devices - Many 970x250 ads appear on mobile, so test rendering on phones and tablets. Adjust design and assets accordingly.

  • Mind the file size - Large file sizes lead to slow load times and high exit rates. Compress images and video, and keep animation minimal.

  • Test different layouts - The classic layout is image on left, copy on right. But test different orientations to see what resonates best with your audience.

  • Refine based on data - Continuously analyze performance data from your 970x250 ads. Identify high and low performing areas to optimize.

As screens continue expanding in size, billboard ads have potential to become even more immersive. We may see:

  • Larger standard ad sizes - 1280x800 and beyond, expanding the 970x250 canvas.

  • More interactive functionality - Expanding, parallax and cinemagraph animations to boost engagement.

  • New placement opportunities - Augmented reality billboards in gaming and the metaverse.

Keeping pace with these trends will be key for brands wanting to make maximum impact with the billboard format. Testing innovative approaches can help you stand out.

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