Desktop leaderboard (728×90) is one of the top performing display banners available in digital marketing: it captures users’ attention immediately. The 728×90 ad format is usually placed at the top of a web page, above the fold. But know it’s possible to display it between content or just above the footer.
This display banner can be static, dynamic, interactive and/or responsible. Advertisers love the leaderboard 728×90 format for its versatility and placement options; leaderboards also accept rich media content.
Branding campaigns work really well when using this premium placement because it allows high viewability rates. Desktop leaderboards are also great for performance campaigns because they allow advertisers to display distinct elements: video, images, text, CTA… We also recommend using desktop leaderboard ad units for retargeting purposes: this will increase your conversion rate.
Ad inventory is usually large for leaderboards 728×90 (about 25% of the market share) but CPM may be a bit more expensive than other display banners. Because leaderboards are often the first content users notice when visiting a website, paying a higher CPM is worth it if delivering on relevant websites.
Leaderboard 728×90 specs
- Desktop/tablet dimensions: 728×90 which means 728 pixels wide by 90 pixels tall
- Maximum weight: usually 150KB but file can be bigger when hosted on ad servers
- Common formats: JPG, PNG, GIF, HTML5, MP4 and accepted 3rd party tags
- URLs: the click URL or tracking URL is mandatory; impression tracking URL is often optional
Desktop leaderboard 728×90 examples
Leaderboard format FAQ
How else do you call 728×90 banners?
728×90 ad banners are called leaderboards but also leaderboard banners, super banners, header leaderboards, leaderboard ads or horizontal banners.
Are desktop leaderboards performing well with Google?
Yes, leaderboard 728×90 ads are considered as one of the top-performing display banners by Google AdSense. Other top-performing banner formats are MPU (300×250) and Half Page (300×600).
Are desktop leaderboard banners expandable?
Yes, desktop leaderboard ads can expand to 728×500 or 970×90 (super leaderboards or pushdowns) on certain websites. The mobile version, the 320×50 format, is also expandable.
What are the best practices to run desktop leaderboard 728×90?
Use a direct message on your leaderboard 728×90 ad banner, a single headline if possible. We advise you to place your CTA button on the lower hand right side of the banner.
Also, make sure to use highly contrasted colours so website visitors could read your text and CTA with no difficulty. If you are running a dynamic desktop leaderboard, remember to upload a backup static image: if for some reason your dynamic banner can’t load, users will then see the static version instead of a blank ad. This may happen when people are using a weak broadband signal.
Finally, double-check that your tracking URLs are working as they should before and after launching your leaderboard campaign on desktop. This is crucial to perform optimisation.
Running successful display campaigns
Remember to choose carefully what display banners will run with your digital campaigns. Each ad banner has its own specificities and each website offers its own list of ad placements. When running desktop leaderboard in 728×90, make sure to pick the right ad placement: top of the page, below the header, between content or above the footer.
If possible, experiment with all the placements and choose the best performing one as soon as you have enough data.
If you need help with your leaderboard campaign, feel free to contact Ted Jordan, our Programmatic and Data Expert.
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