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Part II
Designing and Crafting Basic Pages
TABLE 9-2
IAB Advertising Banner Sizes
Dimensions Name
468 × 60 Full Banner
234 × 60 Half Banner
300 × 600 Half Page Ad
88 × 31 Micro Bar
120 × 90 Button 1
120 × 60 Button 2
120 × 240 Vertical Banner
125 × 125 Square Button
728 × 90 Leaderboard
160 × 600 Wide Skyscraper
120 × 600 Skyscraper
Acceptable file size for a banner ad is not as clearly specified, but it’s just as important. The last thing
a hosting site wants is for a large, too-heavy banner to slow down the loading of its page. Most com-
mercial sites have an established maximum file size for any given banner ad size. Generally, banner
ads are around 10KB, and no more than 12KB. The lighter your banner ad, the faster it loads and—
as a direct result—the more likely Web page visitors stick around to see it.
Major sites often have additional criteria for using rich media in banner ads, such as Flash
animations or JavaScript. These may include file size, length of animation, behavior when
the ad is clicked, and so on.
Inserting a banner ad on a Web page is very straightforward. As with any other GIF file, animated or
not, all you have to do is insert the image and assign the link. As any advertiser can tell you, the link
is as important as the image itself, and you should take special care to ensure that it is correct when
inserted. Advertising links are often quite complex because they not ...