970×250 Banner Ad / Billboard Ad Unit
970×250
What is a 970×250 Billboard Ad?
The 970×250 Billboard is a large format display unit designed to create strong visual impact in a prominent, highly visible position at the top of the page. The 970×250 ad unit is considered a high-impact ad format by the IAB. It offers generous creative space for branding, messaging, and lifestyle imagery, making it an immersive format that stands out within a publisher’s content. The 970×250 Billboard is generally only available on desktop screens and has an aspect ratio of 3.88:1. Advertisers use this size to drive awareness, engagement, and high viewability. This ad format is primarily used on large, high-traffic sites such as major news outlets and food blogs. Due to its immersive format, 970×250 ads are often used in homepage takeovers and sponsorship deals because of their high impact and visibility on the homepage.
Ideal Placements and Environments for 970×250 Ads
The 970×250 Billboard Ad is most effective when placed in premium, high visibility locations on a site, typically at the top of a publisher’s website either above the content or within the header itself. Site suitability is important for this format, as the large size requires sufficient space and proper integration to optimize ad performance and user experience. Because it often appears above the fold, the 970×250 format delivers excellent viewability and strong on screen presence, making it ideal for branding and awareness campaigns. Advertisers value the 970×250 Billboard for its impact and consistency, and it is considered one of the best performing large format display units. On Gourmet Ads, the 970×250 is one of the most commonly used placements, appearing in nearly every campaign where brand exposure is a priority.
Note: The 970×250 ad unit is only available on desktop screens and is estimated to be present on only about 2% of websites.
Why 970×250 Ads Work Well for Food and Grocery Brands
The 970×250 Billboard Ad is particularly effective for food, grocery, and CPG brands because the large canvas allows products, ingredients, and lifestyle image and imagery to be showcased in an appetising and immersive way. When paired with recipe content or meal inspiration pages, the 970×250 format aligns naturally with consumer intent, reaching shoppers as they plan what to cook or buy. This size is ideal for highlighting seasonal ranges, new flavours, and promotional messaging without feeling crowded. The strong visual presence helps brands stay top of mind, build familiarity, and influence purchase decisions in a highly relevant, content-driven environment.
This ad format provides a large canvas for high-resolution imagery and rich media, making it ideal for brand awareness campaigns.
Across Gourmet Ads, the 970×250 Banner Ad Unit is popular on large Recipe Websites and Food Blogs.
Features of the 970×250 Banner Ad Unit;
- Commonly placed Above the Fold
- Typically High Viewability
- Consistent Results for Advertisers
- Can be run as an expandable unit that can expand to reveal additional content
- Intended to push down content on a webpage when it first loads
- Ideal for all types of Rich Media
- Approved IAB Ad Unit
Don’t have a 970×250 Ad Creative ?
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