Billboard — 970 × 250

Where it goes

Across the top of a homepage or section front on a wide layout. It is a design element as much as an ad slot, and it only works on a site whose layout already runs to that width.

What it does to your layout

Needs 970 pixels of usable width and 250 of height, so it will be hidden or scaled on most laptops and every phone. Do not make this a site's only slot — pair it with something that works below 1000 pixels.

What works inside it

The most generous shape here. A heading, a subheading and real breathing room. Photographic image ads look better in this than in anything else.

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

Priced as a takeover rather than a banner. Reasonable to charge several times a leaderboard rate, because it is the page's dominant element. You set the number, and can change it whenever you like. The calculator will turn a daily price into a monthly figure.