Leaderboard — 728 × 90

Where it goes

Directly above or below the site header, or between major sections of a long page. It is the most visible position on a desktop layout, and the one a local business recognises as "the banner".

What it does to your layout

It needs 728 pixels of usable width, so it belongs in a full-width container rather than inside a text column. Below roughly 760 pixels of viewport there is no room for it — which is why a site that is mostly read on phones should think of this as a desktop-only slot and consider a mobile banner as well.

What works inside it

Wide and short, so the text sets on one or two lines. A heading alone reads best; a subheading works but takes the type size down noticeably at this height.

Text ads are fitted automatically: the embed measures the box and grows the type until it no longer fits, then steps back one — so a short heading in a big slot is set large, and the same heading in a small one is set small, without ever overflowing or being stretched.

What to charge for it

Commands the highest rate of the standard sizes on a desktop-heavy site, because of position rather than area. You set the number, and can change it whenever you like. The calculator will turn a daily price into a monthly figure.