In the digital world where attention spans are shorter than ever, advertisers constantly look for ways to make a strong impression — fast. One of the most effective banner formats that’s been holding its ground in online advertising is the 970×90 Large Leaderboard.
It’s wide, bold, and designed to grab the viewer’s attention the second they land on a webpage. Whether it’s sitting at the top of a news site, embedded in a blog, or displayed across a forum, this ad format has become a staple for advertisers aiming to make a high-impact visual statement.
But what makes the 970×90 banner so special? Why do marketers continue to rely on it even when other ad formats and social media placements are constantly evolving? Let’s take a closer look.
What Is a 970×90 Large Leaderboard and Why It Works
The 970×90 Large Leaderboard is a display ad format recognized across major ad networks like Google Ads. It’s essentially a wider version of the standard 728×90 leaderboard, offering more space for visuals, messaging, and call-to-actions. Its large width and short height make it perfect for high-resolution images and clear brand representation.
In simple terms, it’s the kind of ad you can’t easily ignore.
Here’s a quick comparison to give you context:
| Ad Type | Dimensions (pixels) | Common Placement | Visibility | Impact |
| Standard Leaderboard | 728×90 | Top or bottom of a webpage | Medium | Moderate |
| Large Leaderboard | 970×90 | Top of content-heavy pages | High | Strong |
| Half Page | 300×600 | Sidebars | High | Focused |
| Billboard | 970×250 | Header sections | Very High | Dominant |
Why It Works So Well
- Prime Real Estate:
The 970×90 format is usually placed above the fold — meaning it’s seen immediately when someone visits a site. No scrolling, no hunting for the message. That instant visibility makes it one of the most valuable ad spaces online. - Wider Creative Freedom:
The extra width gives designers and marketers more flexibility to include both branding and a call to action without clutter. You can showcase high-resolution logos, lifestyle imagery, and even short taglines that stick. - Non-Intrusive but Noticeable:
Unlike pop-ups or interstitials, this banner doesn’t disrupt the user experience. It’s there, it’s seen, but it doesn’t annoy. - Adaptable for Multiple Campaign Goals:
From product launches to event announcements, the 970×90 format adapts easily. It can serve as a brand awareness tool or a direct-response driver depending on the creative and messaging. - Mobile-Responsive Versions Exist:
Although designed primarily for desktop, adaptive designs ensure that a version of this banner can appear effectively on tablets and some larger mobile devices.
Designing for Maximum Impact
A 970×90 banner can either shine or fall flat depending on how it’s designed. The difference between an ad that draws clicks and one that gets ignored often comes down to creative strategy.
Let’s walk through what makes an effective large leaderboard.
1. Keep It Clean and Focused
Given its width, it’s tempting to cram in text or multiple elements. But simplicity is power here. A clean, focused message with a clear hierarchy (headline, image, call-to-action) performs far better.
Example Layout:
- Left: Logo or brand name
- Center: Strong visual or product shot
- Right: Clear CTA (e.g., “Shop Now,” “Learn More,” “Get Started”)
When everything competes for attention, nothing wins. Focus on one message and one goal.
2. Use High-Quality Visuals
Because this format dominates the top portion of a page, pixelation or poor image quality stands out — in a bad way. Always use crisp, web-optimized images. Remember, your banner could appear on large monitors and retina displays.
3. Choose Colors That Match the Campaign Tone
Your color palette can make or break engagement.
- Bright, contrasting colors catch attention fast (ideal for promotions).
- Muted tones communicate sophistication and stability (great for luxury brands).
If you’re advertising a limited-time offer, use bold contrasts. If you’re reinforcing brand prestige, tone down the hues for a more elegant look.
4. Typography That Pops
Your font must be legible even from a quick glance. Sans-serif fonts often work best because of their clarity. Avoid thin or overly decorative fonts unless the design context supports them.
Try this test: Step back from your screen — can you still read your main message clearly? If not, adjust size and contrast until it passes the “blink test.”
5. Compelling Call-to-Action (CTA)
The CTA is your conversion moment. Make it visible, urgent, and relevant. Words like “Get Started,” “Shop Today,” or “See More” guide users toward the next step.
Pro tip: Pair your CTA with a contrasting color button. It draws the eye naturally and improves click-through rates.
6. Consider Animation Carefully
HTML5 banners allow light animations or transitions. When done tastefully, motion can attract the eye. But overdoing it — like flashing text or rapid loops — can irritate users and reduce performance.
Aim for smooth, purposeful movement that enhances your story.
7. Optimize File Size
Even the best-designed banner fails if it loads too slowly. Keep file sizes light and use compressed assets. A delay of even one second can cut your ad impressions significantly.
How to Use the 970×90 Banner Strategically
Now that you know how to design it, let’s talk strategy. The placement, timing, and targeting of your large leaderboard ad matter just as much as its look.
1. Ideal Placement
The large leaderboard typically sits:
- At the very top of a webpage (header position)
- Just below the navigation bar
- Sometimes at the bottom of content-heavy pages as a reinforcement banner
The top placement is most common because it immediately captures attention before visitors even start scrolling.
2. Match It with the Right Type of Content
Relevance boosts performance. A 970×90 ad promoting financial tools will perform far better on business or investment blogs than on entertainment sites. Aligning message and audience context helps avoid banner blindness.
3. Combine with Retargeting
If someone has already interacted with your brand, showing them a 970×90 retargeted ad can be a subtle reminder to return or complete an action — like checking out their cart or booking a service. This format is perfect for brand recall because of its consistent visibility.
4. Test and Optimize
Just like any digital campaign, A/B testing helps fine-tune what works. Test variations of:
- Headline wording
- Image choice
- CTA color or phrasing
- Background contrast
You’ll be surprised how small design tweaks can lift performance metrics dramatically.
Here’s a simple test checklist for optimizing a 970×90 campaign:
| Test Element | Variation Examples | What to Measure |
| Headline | “Start Saving Today” vs “Get Exclusive Deals Now” | Click-through rate (CTR) |
| CTA Button | Blue vs Orange button | Engagement rate |
| Image | Product-only vs Lifestyle photo | Conversion rate |
| Copy | Long tagline vs Short tagline | Bounce rate after click |
5. Ensure Cross-Platform Compatibility
While it’s a desktop-dominant format, users today browse across multiple devices. Test how your 970×90 banner scales or transforms across tablets and different browser types. Responsive versions (or companion smaller formats) help maintain campaign consistency.
6. Measure Performance with Clear KPIs
Your success depends on your goals. Are you chasing clicks, impressions, or brand awareness?
Set clear Key Performance Indicators (KPIs) before launch. Common ones include:
- Click-through rate (CTR)
- Viewability rate
- Conversion rate
- Cost per thousand impressions (CPM)
- Post-view conversions
Tracking these metrics helps you see whether your banner is truly delivering “high impact” or just taking up premium space.
Conclusion
The 970×90 Large Leaderboard isn’t just another banner ad — it’s a visual powerhouse. Its placement, size, and adaptability make it one of the most effective tools for grabbing attention and reinforcing brand identity online.
When thoughtfully designed and strategically placed, it can drive awareness, engagement, and conversions without overwhelming the user experience. From bold brand campaigns to subtle product promotions, this wide-format ad remains a favorite among digital advertisers for one simple reason: it works.
If you’re investing in display advertising, don’t underestimate the influence of the 970×90 leaderboard. Treat it like the billboard of the digital highway — every visitor sees it, but only the sharpest creative and strategic execution make them remember it.