In the hierarchy of web advertisements, not every unit is designed to be a billboard. Some are designed to be functional triggers. The 120×60 Button (Button 2) is the prime example of this.
While it is technically an ad unit, the 120×60 is most famous for being the standard size for “Download Now,” “Get It Here,” and “Vote for Us” buttons across the web. It is small, rectangular, and perfectly shaped for a Call-to-Action.
What is the 120×60 Button?
The IAB defines this unit simply as “Button 2” (Button 1 is the larger 120×90).
Dimensions:
- Width: 120 pixels
- Height: 60 pixels
- Aspect Ratio: 2:1
It is exactly half the height of a 120×120 square, making it easy to stack two of them in a standard sidebar slot without wasting space.
Best Uses for the 120×60
1. The Action Trigger
Because of its 2:1 aspect ratio, it looks less like a “banner” and more like a clickable interface element. This makes it the go-to size for:
- Software Download buttons.
- “Sign Up” prompts.
- “Official Partner” badges.
2. The Sidebar Stack
If you have a narrow sidebar (120px to 150px wide), you can stack these buttons vertically to create a menu of sponsors. It looks organized and professional, rather than cluttering the page with odd-sized images.
3. Mobile Friendly
At only 120 pixels wide, this unit fits easily on even the smallest smartwatch or mobile screen. It is one of the safest bets for cross-device compatibility.
Design Tips
Since this is often viewed as a “Button” rather than an “Ad,” design it accordingly:
- Beveled Edges: Giving the border a slight 3D effect or drop shadow encourages users to click.
- Verbs First: Start the text with a verb. “Download,” “Play,” “Visit,” or “Join.”
- Simple Logos: If using it for branding, ensure the logo is horizontal. A vertical logo will look crushed in a 60px high space.
Conclusion
The 120×60 Button is a utility player. It bridges the gap between content and advertising, offering a standardized shape for actions and small-scale branding. If you need to drive a specific click without disrupting your page layout, this is the size to use.