Leaderboard
A leaderboard ad is a wide advertisement that appears at the top of a web page before any of the page’s content. It is one of the standard sizes used across all Internet advertising platforms. It has a standard size of 728 pixels wide by 90 pixels tall (728×90). Leaderboard ads can be either text-based or image-based, with images being more popular. They may even include animations. Clicking a leaderboard ad directs the visitor to a landing page set by the advertiser.
Website owners may choose to place a leaderboard ad above a page’s header, or below their header but above the rest of their page’s contents. Ads positioned at the top of a page have a higher click-through rate and are most valuable for advertisers. While positions at the top of the page are the most common, some website owners place additional leaderboard-sized ads in the middle of a page’s contents or at the footer.
The leaderboard ad size replaced the previous standard, the 468×60 banner ad. Leaderboard ads are one of the most popular sizes of online advertisements, second only to the 300×250 Mid-Page Unit (MPU) or medium rectangle. They are common in both click-based and impression-based advertising campaigns.
Updated November 28, 2022 by Brian P.
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