What Is the Best Ad Size for My Campaign?

By Nick Wenger, Director of Media Operations

Newspapers and platforms can be all over the place when it comes to standard ad sizes. However, there is some general agreement on what can be considered “standard.” The best advice is ALWAYS to ask the platform or publication where you are placing ads for their specs.

Here is some general guidance about standard sizes and placement from MANSI Media.

Most frequently asked questions

  • What sizes are most common?
  • What size newspaper ad is best for my campaign?
  • How can my ad make a splash?

Today, we turn to our MANSI Media print and digital experts to help us better understand ad sizing and provide us with recommendations for visibility and budget.

Print

The two most popular newspaper sizes tend to be broadsheets (23.5 x 29.5 inches), your standard daily newspaper, and tabloid (11.0 x 16.9 inches), which tend to be free newsweeklies.

Most popular newspaper ad sizes/placements

  • Quarter-page
  • Half-page
  • Full-page
  • Spadea

Advice for size and optimum placement in printed newspapers:

  • We recommend the quarter-page to our clients who want to be seen but stay within a budget.
  • The half-page is perfect for advertisers who want to control the page and let people know who they are. We have seen many of our health care clients use these sizes; the half-page is ideal for Medicare ads announcing open enrollment dates and times.
  • There is no better option for branding than a full-page ad in the newspaper, and it is perfect for anyone looking to build awareness.
  • Consider a spadea, which is a separately printed, unbound broadsheet that is folded around a newspaper or one of its sections, appearing as a partial page or flap over the front and
    back. This option gives advertisers the ability to take over the entire back cover and the left front of a local newspaper sleeve. The spadea is great for sales and events. The advertiser has complete control over the paper and the spadea is the first thing consumers touch and see when they pick up the latest edition.

Digital

Most popular digital ad sizes (by pixel)

  • 728 x 90
  • 300 x 250
  • 300 x 600
  • 160 x 600
  • 320 x 50
  • 300 x 50

Here are pointers when seeking to place digital campaigns:

  • The standard Interactive Advertising Bureau sizes are universally accepted across websites and apps. They give advertisers the greatest opportunity to bid on as much inventory as possible.
  • When choosing your copy, we recommend clients lean on banner display advertising. Banners have the highest inventory levels and will be the easiest for the creative team to design and build.

Ad Design

Following are some great tips for the design of your digital ads:

  • When choosing your digital ad unit, first make sure the creative team can build the unit. For example, before deciding to pursue audio, be sure you can record and create that type of unit.
  • Consider your message before choosing an ad size. Some units will be too small and appear cramped and possibly unreadable if it is not a good match.
  • Make sure you have a clear call to action.

Budget

When picking sizes, it is important to know your budget and the objective you are looking to achieve ̶ promotion, sales, branding, event attendance, etc. These factors will drive the choice of ad size.

Our print and digital professionals have considerable experience in helping clients place their campaigns. While each specializes in print or digital newspaper ad placements, they frequently work together to create multiplatform campaigns that help advertisers reach their desired audiences. If you would like help maximizing your budget and extending your reach, connect with MANSI today to learn how we can save you time and money!