Everything You Need to Know About the 728x90 Leaderboard Banner

Naomi Khor
March 1, 2023
June 14, 2024

The right banner size goes a long way in ensuring healthy ad viewability and engagement. Here’s a great resource to learn more about the highest performing AdSense banner sizes and how they drive engagement. And once you've gone through these, you’ll realize that  720x90 leaderboard ads are one of the most effective ad units to run a highly visible campaign. 

In this article, we discuss everything you need to know about one of the best-performing ad units over the years—the 728x90 ad leaderboard banner. Read on to know more.

Table of contents:

What Is a 728x90 Leaderboard Ad Banner

728x90 Leaderboard Banner Ads Examples

728x90 Leaderboard Banner Ads Best Practices 

Final Thoughts

What Is a 728x90 Leaderboard Ad Banner

The 728x90 leaderboard banner is one of the most common banner ad sizes for display ads. It measures 728 pixels wide by 90 pixels tall and is most commonly placed at the top of a web page or above the main content. It does equally well in other areas of a page, such as between an article, above the footer, etc. 

The 720x90 leaderboard ad banner, also sometimes referred to as a super banner, goes well with a variety of creative formats, including static or animated image banners, HTML5-based interactive ads, rich media, and video advertisements. It's also among the most-preferred mobile banner ads.

728x90 Leaderboard Banner Ads Examples 

728x90 leaderboard ad banners are versatile. This means advertisers have the freedom to place these ad units appropriately depending on the target audience, budget, and campaign objectives. Here are some examples of the most common 728x90 leaderboard banner placements. 

1. Top of the Page

Many publishers from the tech, media, and gaming industries allow advertisers to place 728x90 ad leaderboard banners on top of the page, right above the header.

Placing a leaderboard ad on top of the page ensures excellent visibility. Users can instantly see the advertisement as they visit a site. This placement is very common on the home pages of publishing websites. 

Here’s an example of a top-of-the-page 728x90 ad banner on Entrepreneur. 

Top of the Page


2. Below the Header 

Below the header is another popular placement when it comes to utilizing the 728x90 leaderboard banner for maximum visibility.

It’s commonly used on the home page of the publisher’s site, just like the top-of-the-page positioning. The only difference is that it’s placed just below the menu. However, the ad is still above the fold and has a similarly prominent visibility. 

Below the Header 


Websites like Tom’s Guide, Forbes, BBC, etc. are some popular examples of below the header 728x90 leaderboard banner placement.

3. Between the Content

Placing 728x90 leaderboard ads in between the content is a popular choice for advertisers looking for more budget-friendly ad placements. However, it is best to ensure that the page or article where the ad is placed between the content is a high-performing one.

Unlike the previous two placements, this one is less prominently visible, with visitors only seeing leaderboard ads only as they scroll down a post. Between-the-content placement is usually implemented in articles and pages other than the homepage.

Between the Content


As shown above, leaderboard ads placed in between the articles also provide a break to the users from the (sometimes) tedious flow of text.  

4. Above the Footer 

Some publishers also place 728x90 ad leaderboards above the footer. However, be careful while taking this approach as many visitors don’t scroll a website all the way down.

Here’s an example of an above-the-footer ad positioning on the verge

Above the Footer 


728x90 Leaderboard Banner Ads Best Practices 

To make a high-performing ad, you must ensure it not only grabs visitors' attention but also clearly communicates your message.

Here are the things you should consider while running 728x90 leaderboard ad units. 

1. Placement

Right placement is crucial to the visibility of any ad. In most cases, above-the-fold positioning on a site is more visible to visitors than other ads. Unless you know exactly how effective the space you’re running ads on is, a 728x90 unit performs the best on top of the publisher’s homepage.   

2. Messaging

Correct messaging appeals to your target customers and encourages them to click on your ads. Therefore, ensure that your ad message is precise, simple, and clear. Instead of writing a full description of your product, replace it with a line of copy that tells your audience what you have in store for them.      

3. Design 

Well thought out ad designs grab the attention of visitors while poorly designed ads drive them away. When designing your ad, it’s important to remember that the 728x90 leaderboard isn’t the biggest ad unit.

Therefore, your ad design should be clutter-free and clear to stand out. It should complement the message that the ad is trying to convey. Try limiting colors and images to a minimum. 

If you’re not sure how or where to begin the design process, then definitely consider using a template. There are plenty of free and paid online templates for those with limited design knowledge. 

Final Thoughts

The 728x90 banner is currently one of the highest-performing AdSense banner sizes. It comes with high visibility and great placement options.

However, a banner size is only a container at the end of the day. How well an ad performs is decided, in the final analysis, by its design and execution. Therefore, be sure to follow the best ad practices and ad placement strategies listed above if you're looking to run 720x90 leaderboard ads. 

Publift is dedicated to growing publisher revenue through the effective use of ad technology. Our advanced programmatic technology has helped publishers increase their revenue by over 55%.

If you’re making more than $2,000 in monthly ad revenue, contact us today to learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.

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