Billboard Ads

A warning to Mobile Users:

Oh no! Billboards are visible on desktop only. If you want to check out some of our awesome work on your mobile, try our mobile ads or MPUs.

How To Make Amazing Billboard Banners

The digital billboard is the internet equivalent of the giant advertisement you see by the side of the motorway as you drive home. It’s large, central, and impossible to miss. Billboards generally sit at the very top of a webpage and the ad dimensions are usually 970px wide by 250px tall, but be warned: the term Billboard can mean different things in different international markets. Most notably, it is not uncommon for a 970×90 to be called a billboard in the Chinese market. As with the skyscrapers, leaderboards and MPUs we would recommend getting exact pixel values from your media agency before starting production on any banner.

Similar to skyscrapers and leaderboards, billboards are a desktop only format, since they are far too big to fit on smaller mobile screens. The 970×250 billboard is both very large and very prominently displayed, so one might assume that they are simple to produce; however, their are some common issues that come up when producing these banners that we can help you avoid.

Banners come in all shapes and sizes! Skyscrapers are only one size in a whole host of banner sizes that you can use for your digital display campaigns. Want to see more? Check out the other common digital banner sizes:

How To Make Amazing Billboard Banners

The first thing to understand about banners of any size is that technical specs often don’t discriminate between a smaller MPU (300×250) banners and their larger billboard (970×250) counterpart. If the specs for your campaign state that you have 150KB of file size to work with, that applies to MPUs and Billboards alike. For those of you who are uninitiated, a JPG that is 300×250 might run at 25KB, the same image, blown up to 970×250 can be upwards from 90KB.  If you are looking to insert 3-5 images in your banner campaign, you will find that you quickly run out of filesize for the billboard unit.

One helpful way to get around the problem of file size in a billboard is to consider abandoning full-bleed images. Instead of using images that span the entire length of the banner, use an image that takes up half the size of the banner and leave the remaining half for text, logos and CTAs, which take up much less file size than photographic imagery. Another clever trick is to combine what would be multiple frames on a smaller sized unit, into a single frame for billboard. It is also possible to drop frames for a billboard. Where you might have 4 frames of imagery in an MPU, you might choose to have only 3 frames for the equivalent billboard. And finally, it is always possible to decrease the quality of the images for the billboard sized unit to fit it in under file size; however, we only like to employ this tactic as a last resort, and only sparingly, as very low quality images can look cheap and can have a negative effect on the brand overall.

All of these units make use of a left to right pan animation to bring the units to life. Bold colours and strong animations will always catch a users eye and guarantee better brand recognition and ROI.

How To Make Amazing Billboard Banners

As with any sized banner, it’s important that your billboard stands out.  Thanks to the positioning of billboard banners, they integrate well with most websites and their prime position means even if a user scrolls a little up or down, they’re still likely to see the ad.

Most types of display advertising are intended to increase brand awareness, as well as encourage click-throughs on your CTA. So you should create your banner with these marketing objectives in mind. Ensure the look and feel of your business is consistent across all your online communications and of course, including your logo is important to build brand recognition.

Sticking to your brand colours will help your potential customers recognise your ad offering instantly. In addition to spreading awareness of your brand, a banners should also offer a strong call to action. This is a short word or phrase, often with a button, to encourage users to take the next step with your business.

The BMW unit is a great example of using interactive components in the billboard banners. Click on the circular scroll to find the car that meets your budget. The Heineken, on the other hand, unit is a great example of using video. Video is a great tool to deploy in your desktop banners like billboards, since billboards will never be served on mobile devices.

Understanding Billboard Banner Ads For Your Business

While billboards are not the most popular banner format, they are the biggest and the most prominent display for any digital campaign. They can be a real eye catcher, especially when flanked by other similar units such as skyscrapers or MPUs.

Because of their large format, billboards are also excellent candidates for interactive media. Whatever you do with your billboards, putting a little extra time into making them special will help you and your banners stand out from the crowd.

Why Choose The Bannermen

we’re open 24 hours
no consultation fees
our experience delivers
we offer fixed prices
we focus on banners
we train your team

See some of our work

Johnnie Walker

Johnnie Walker our work Standard Media Adverts Exceptional and Unparalleled Johnnie Walker is one of those brands to whom we could pen a love letter. Their briefs range from elegant builds with subtle animation to chipper and quick frame transitions with bright colours, to builds that feature rich colours paired with smooth and captivating animation. [...]

Diet Coke

Diet Coke our work Standard Media Adverts Oh yes, we can What’s better than an animated banner ad? Probably nothing—except maybe a glittery animated banner ad! And that’s exactly the creative brief that Diet Coke came to us with. We were only too happy to help glitter-fy the screens of Diet Coke’s audience with these [...]

Heineken Social

Heineken Social UEFA Champions League our work Social Facebook Instagram Global campaign in 6 hours or less Heineken came to us in 2018 with some lofty social media goals as they wanted to make their brand synonymous with UEFA Champions League games. To do so, they proposed creating Instagram posts, Instagram Stories, YouTube videos, and [...]


Nike our work Rich Media Adverts Find your Unlimited Potential Nike approached us with a killer banner ad campaign concept—desktop-only video ads that featured various Nike athletes, almost no text aside from a tagline, and multiple product shots in action. Which is exactly what we created! Just try and tell us these aren’t the slickest [...]

Heineken Rich

Heineken our work Rich Media Adverts Raise a Heineken to Video & HTML5 Integration Heineken is one of our favourite brands to work with, both because they have such great creatives and because they have such high standards. For this rich media campaign, we were commissioned to seamlessly integrate HTML5 with video. A quick word [...]


Gatorade our work Standard Media Adverts Client Direct Gatorade is one of our most important direct-to-client relationships. While more and more companies are looking to in-house some or all of the production process, our professionalism and expertise really starts to shine. Deploying (on average) two or three campaigns a year, it was not financially viable [...]


E.ON our work Rich Media Adverts Dynamic Media Programmatic Display Guardians of the Brand Galaxy E.ON is an international, privately owned energy supplier based in Essen, Germany, and has around 43,000 employees. As with any global powerhouse, E.ON delivers only the highest quality in everything they do, and digital display media is no exception. The [...]

McDonald’s Wraps

McDonald's Wraps our work Standard Media Adverts Campaign Consistency We know it feels like it's been a long time since McDonald's launched it's wraps, but when they did, we were right there with them! To get this campaign out the door, we produced a series of video and HTML5 units. This campaign was actually launched [...]

McDonald’s GTA

McDonald's GTA our work Rich Media Adverts Dynamic Media Parallax Plunge When McDonald's comes knocking at your door, you answer. So when we were brought in to help introduce the flavours of America to a British audience, we were thrilled! The beauty of these banners is found in their simplicity. As anyone who works with [...]

Destination BC

Destination BC our work Standard Media Ads Rich Media Ads Programmatic Ads Go Wilder Explore BC is an initiative to get BC residents to experience different aspects of their province during the fall, winter and spring months. It also includes a global ski campaign which help to advertise BC ski resorts, which account for almost [...]

Get in touch

Hoping to stop traffic with an incredible billboard banner ad? Let’s talk!

contact us