In display advertising, ad size and format directly influence your campaign’s reach, engagement, and click-through rates (CTR). Choosing the right ad dimensions isn’t just about fitting your creative into a template — it’s about maximizing visibility and performance across millions of websites, apps, and devices.
As someone managing Google Display and DV360 campaigns for over 15 years, I can tell you that even with AI-driven bidding and automated placements, the choice of ad size and format remains one of the most controllable factors affecting your campaign success.
In this guide, I’ll break down the top-performing display ad sizes and formats in 2025, based on the latest Google data, real campaign results, and programmatic industry trends.
Why Ad Size and Format Matter More Than Ever in 2025
With ad clutter at an all-time high and increasing fragmentation across desktop, mobile, and connected TV, ad visibility and adaptability are critical.
If you’re still running outdated ad sizes, you’re leaving money on the table.
Top Performing Display Ad Sizes in 2025
According to Google and programmatic platform reports, these are the best performing display ad sizes by reach, click-through rate, and viewability:
Mobile and Desktop Ad Sizes
| Ad Size px | Ad Type | Performance Note |
| 300×250 | Medium Rectangle | Highest inventory availability on both desktop and mobile |
| 336×280 | Large Rectangle | High engagement on desktop content pages |
| 728×90 | Leaderboard | Strong top-of-page placement for desktop |
| 300×600 | Half Page | High viewability rates for vertical ad slots |
| 320×100 | Large Mobile Banner | Performs best on mobile websites and apps |
| 970×250 | Billboard | Premium desktop placements with strong brand impact |
Responsive Display Ads (Recommended Default Format)
Responsive Display Ads (RDAs) remain Google’s recommended default in 2025. RDAs automatically adjust size, format, and appearance to fit available ad spaces across the Google Display Network and DV360.
Why RDAs Perform Well:
Pro Tip:
Always upload multiple image sizes, headlines, descriptions, and logos to give Google’s machine learning more creative combinations to test.
Top Performing Video Ad Formats in 2025
With video consumption still surging, these video ad formats are dominating display and programmatic platforms like DV360:
| Video Format | Placement | Best For |
| Skippable In-Stream Ads (16:9) | YouTube & GDN | Awareness, high reach |
| Bumper Ads (6-sec, 16:9) | YouTube & premium publishers | Quick brand message delivery |
| Outstream Video (Vertical/1:1) | Mobile web & apps | Video ads outside YouTube |
Pro Tip:
Use adaptive video formats (16:9, 1:1, vertical) to ensure maximum placement flexibility across desktop, mobile, and connected TV.
Interactive & Rich Media Ad Formats Trending in 2025
Interactive ads and rich media creatives are outperforming static banners in terms of engagement and brand recall. Available primarily through DV360 and select GDN placements.
Popular examples:
Why they work:
They engage users actively, improving dwell time, interaction rates, and conversion intent.
Key Takeaways for Advertisers in 2025
§ Prioritize these core ad sizes: 300×250, 728×90, 300×600, 320×100, 970×250
§ Default to Responsive Display Ads for efficient scaling and AI optimization
§ Integrate video formats into your display strategy — especially YouTube inventory
§ Experiment with rich media creatives if you manage high-budget or premium brand campaigns
§ Always design for mobile-first experiences
Final Thoughts
In 2025, display advertising isn’t just about running banner ads. It’s about using the right ad sizes, flexible formats, and engaging creatives tailored for today’s diverse digital landscape.
By focusing on high-performing ad sizes and embracing dynamic, video, and interactive formats, you’ll improve visibility, engagement, and return on ad spend (ROAS) — whether you’re running campaigns via Google Ads or DV360.
Remember: The best-performing ad creatives are not only seen but also acted upon. And that starts with choosing the right format and size.
Want expert help setting up high-performance display campaigns with the right ad sizes and formats? Contact DVAdLab — your display advertising Partner.
