Does 728x90 ever serve on phones?

Effectively never. It is wider than any handset screen, so ad servers substitute 320x50 or 320x100 on mobile. Treat the leaderboard as a desktop-only size and always pair it with at least one mobile format.

Why do leaderboards so often look empty?

Because the roughly 8:1 ratio tempts designers to stretch an image across it. A three-part split works far better: logo on the left, message in the middle, button on the right, so the banner reads like a single sentence.

Which file format and file size?

myfeedr delivers 728×90 as PNG (lossless) and JPG. For trafficking, the JPG is what counts: around 40 KB is a realistic target for this size – small enough for any network without visible quality loss.

What does the format cost?

Formats are not sold individually — :size is part of the "Starter" package from 79 €. Analysing your website is free.

728×90 banner (Leaderboard) – size and tips

Where is the 728×90 format used?

The leaderboard runs across the top of desktop pages, usually just above or below the main navigation and above the fold. Some publishers repeat it at the foot of the page or between article blocks.

Example banner in 728×90, generated automatically with myfeedr — Real example in 728×90 – generated automatically from a website (preview may be scaled).

How much copy fits into 728×90?

Headline (recommended)	45 characters
Subline useful	—
Product image useful	✓
Target file size	≤ 40 KB (JPG)

One headline and a button. At 90 pixels tall a second line of copy simply collapses.

Related sizes

→Same idea, wider, for sites with a larger content container: 970×90
→The narrower ancestor, for slots that cannot take 728 pixels: 468×60
→The mobile counterpart you will almost always need alongside it: 320×50

Design tips for 728×90

✓Advertiser first: the logo or wordmark must be recognisable in under a second.
✓One message per design — headline, optional subline, one button.
✓Contrast over taste: text at least 4.5:1 against the background.

More Display / Affiliate formats

FORMAT	SIZE	USE
Medium Rectangle	300×250	IAB
Large Rectangle	336×280	IAB
Wide Skyscraper	160×600	IAB
Skyscraper	120×600	IAB
Half Page	300×600	IAB
Mobile Banner	320×50	IAB
Large Mobile Banner	320×100	IAB
Full Banner	468×60	IAB
Super Leaderboard	970×90	IAB
Billboard	970×250	IAB
Square	250×250	IAB
Small Square	200×200	IAB
Panorama	980×120	DACH
Wallpaper Top	800×250	DACH

Frequently asked questions

Does 728x90 ever serve on phones?: Effectively never. It is wider than any handset screen, so ad servers substitute 320x50 or 320x100 on mobile. Treat the leaderboard as a desktop-only size and always pair it with at least one mobile format.
Why do leaderboards so often look empty?: Because the roughly 8:1 ratio tempts designers to stretch an image across it. A three-part split works far better: logo on the left, message in the middle, button on the right, so the banner reads like a single sentence.
Which file format and file size?: myfeedr delivers 728×90 as PNG (lossless) and JPG. For trafficking, the JPG is what counts: around 40 KB is a realistic target for this size – small enough for any network without visible quality loss.
What does the format cost?: Formats are not sold individually — :size is part of the "Starter" package from 79 €. Analysing your website is free.

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728×90 Leaderboard