If you’ve spent any time online, you’ve seen the 728×90 leaderboard—that long, wide banner sitting at the very top of almost every website. It is one of the internet’s classic ad sizes, reliable, familiar, and highly effective when used correctly.
But here’s the reality: not all leaderboards perform equally. Some drive massive engagement, while others fade into the background. The difference usually lies in the details—design, placement, copy, and technical execution.
In this guide, we’ll explore exactly what makes the 728×90 leaderboard work, why it remains a staple for advertisers, and how you can optimize every pixel to drive real revenue.
<h2><strong>What is a 728×90 Leaderboard?</strong></h2>
The 728×90 leaderboard is a standardized horizontal display ad unit measuring 728 pixels wide by 90 pixels tall. It is an IAB Standard unit, meaning it is supported by virtually every ad network, exchange, and publisher in the world.
Because it typically sits at the top of a page (hence the name “leaderboard” or “header”), it is often the first thing a user sees when a site loads. This prime real estate makes it invaluable for brand awareness and high-visibility campaigns.
<h2><strong>Why This Ad Size Still Dominates</strong></h2>
In a world of video ads and social media feeds, why does a simple rectangular banner still matter?
<h3><strong>1. Unmatched Visibility</strong></h3> Positioned above the fold, the leaderboard commands attention immediately. Unlike sidebar ads that can be ignored, the header is part of the site’s main navigation structure.
<h3><strong>2. Branding Efficiency</strong></h3> The wide, horizontal canvas is perfect for storytelling. It offers enough space for a logo, a catchy headline, and a clear Call-to-Action (CTA) without looking cramped. It’s like a digital billboard for your brand.
<h3><strong>3. Familiarity & Trust</strong></h3> Users are trained to look at the top of the page. Seeing a high-quality ad there signals legitimacy. Advertisers and agencies favor it because they likely already have creative assets built for this size from previous campaigns.
<h3><strong>4. High Click-Through Rates (CTR) on Desktop</strong></h3> While performance varies, a well-designed leaderboard on desktop can achieve strong click-through rates (typically 0.05% – 0.15%) because it is hard to miss.
<h2><strong>Design Best Practices: How to Make It Pop</strong></h2>
Designing for a wide, short canvas (almost 8:1 ratio) requires a specific approach. Here is how to create a high-performing creative:
<ul> <li><strong>Follow the “F” Pattern:</strong> Users scan from left to right. Place your <strong>Logo on the Left</strong>, your <strong>Value Proposition in the Middle</strong>, and your <strong>Call-to-Action on the Right</strong>.</li> <li><strong>Keep It Simple:</strong> You have about 1-2 seconds of attention. Use a short headline (4-7 words max) like “Save 50% on Shoes” rather than a long paragraph.</li> <li><strong>High Contrast CTA:</strong> Your button should stand out. If your background is white, make the button red or blue. Use action verbs like “Shop Now” or “Get Started.”</li> <li><strong>Readable Typography:</strong> Use large, sans-serif fonts (like Open Sans or Roboto). Thin or decorative scripts will become unreadable at this size.</li> <li><strong>Avoid Clutter:</strong> Don’t try to fit three different products into one banner. Focus on one clear offer.</li> </ul>
<h2><strong>Technical & Responsive Strategy (Crucial!)</strong></h2>
The 728×90 is a Desktop-First format. It is 728 pixels wide, which is wider than most smartphone screens (which are usually 320px to 400px wide).
If you try to show a 728×90 ad on a mobile phone, it will break the site layout or shrink until it is unreadable.
The Mobile Fallback Strategy
You must set up a “responsive fallback.”
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On Desktop (Screens > 800px): Show the 728×90 Leaderboard.
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On Mobile (Screens < 800px): Swap it for a 320×50 or 320×100 mobile banner.
Most modern ad servers (like Google Ad Manager or AdSense) handle this automatically, but if you are hard-coding ads, you must use CSS media queries to hide the leaderboard on small screens.
<h2><strong>Placement & Optimization Tips</strong></h2>
<ul> <li><strong>Above the Fold vs. Sticky Header:</strong> Placing it at the very top pushes your content down. A modern alternative is a “Sticky Footer” or “Sticky Header” where the ad stays visible as the user scrolls. (Note: Check ad network policies before making ads sticky).</li> <li><strong>Lazy Loading:</strong> If you place a leaderboard midway down a long article, set it to “lazy load.” This means the ad only loads when the user scrolls near it, improving your site speed and viewability scores.</li> <li><strong>Refresh Rates:</strong> If you are a publisher, you might refresh the ad every 30 or 60 seconds. Ensure you don’t refresh too fast, or users will ignore it (and you might get flagged for invalid traffic).</li> </ul>
<h2><strong>Conclusion</strong></h2>
The 728×90 leaderboard is a classic for a reason: it’s visible, brand-friendly, and effective. But it isn’t a magic wand. Its success depends on smart design, correct placement, and mobile responsiveness.
Treat it as the “flagship” of your desktop advertising strategy. Keep it clean, keep it fast, and ensure it hands the baton to a smaller mobile ad when users switch devices. Do that, and this iconic banner will continue to drive revenue for years to come.