Including Banner Ads
Banner ads have become an essential aspect of the World Wide Web; for the Web to remain, for the most
part, freely accessible, advertising is needed to support the costs. Banner ads have evolved into the de facto
standard. Although numerous variations exist, a banner ad is typically an animated GIF of a particular
width and height, within a specified file size.
The Standards and Practices Committee of the Interactive Advertising Bureau (IAB) established a series of
standard sizes for banner ads. Although no law dictates that these guidelines have to be followed, the vast
majority of commercial sites adhere to the suggested dimensions. The most common banner sizes (in pixels)
and their official names are listed in Table 9-2; additional banner guidelines are available at the IAB Web
site (www.iab.net).
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Inserting Images 9
TABLE 9-2
IAB Advertising Banner Sizes
Dimensions Name
468 x 60 Full Banner
234 x 60 Half Banner
88 x 31 Micro Bar
120 x 90 Button 1
120 x 60 Button 2
120 x 240 Vertical Banner
125 x 125 Square Button
728 x 90 Leaderboard
160 x 600 Wide Skyscraper
120 x 600 Skyscraper
Acceptable file size for a banner ad is not as clearly specified, but it??™s just as important. The last thing a hosting
site wants is for a large, too-heavy banner to slow down the loading of its page.
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