Banner Ads

Banner ads are one of the simplest and most common formats used in mobile app advertising. If you’re new to app monetization or just starting to learn about mobile advertising, this guide explains what they are, how they work, and when you should use them.

What are banner ads?

Mobile banner ads are small rectangular ad units displayed inside a mobile app. They usually appear at the top or bottom of the screen, and remain visible while the user interacts with the app.

You can think of them as the mobile version of display ads on the web, but designed to fit different screen sizes and app layouts. Unlike web banners, mobile banners load through an in-app advertising SDK and follow mobile-specific size standards.

How mobile banner ads work

When a user opens your app, the app requests an ad from the integrated ad network. The network checks available advertisers, runs a real-time auction, and returns the best-performing ad. The ad is then rendered in the banner placement inside your app.

To make this process work, you need:

• An SDK from an ad network (such as AdMob, AppLovin, or Unity Ads)
• A defined banner placement in your app’s UI
• A stable internet connection from the user’s device

Most of this happens automatically once the SDK is integrated.

Where mobile banner ads are used

Banner ads are a core part of in-app banner advertising, especially in apps with long session times and repeat usage.

You usually see banner ads in:

• The top or bottom of the screen
• Sticky positions that stay visible while the user scrolls
• Low-interruption areas of the interface

Banners make sense when you want a steady, passive revenue stream without interrupting the user experience.

However, they may not perform well in apps where the interface changes constantly or where users need full-screen focus, such as fast-paced games.

Benefits of mobile banner ads

Mobile banner ads remain popular because they are easy to implement and provide predictable revenue. Key advantages include:

• Consistent monetization across large audiences
• Low interruption compared to full-screen ads
• Fast-loading and lightweight
• Compatible with almost every app category

For developers who want a simple monetization method with minimal UX impact, banners are a practical choice.

Mobile app ad formats compared

It’s helpful to know how banner ads compare to other common mobile ad formats:

Banner ads: Small, persistent ads that stay visible during app use. Best for steady revenue with minimal disruption.

Interstitials: Full-screen ads shown during natural breaks. Higher revenue but more intrusive.

Native ads: Ads that match the app’s UI. Good for feed-based apps.

Rewarded vs banner ads in apps: Rewarded ads give users something in return for watching a video. They often outperform banners in engagement and revenue, but require the right placement and UX strategy.

Each format serves a different purpose. Most apps use a mix of formats for balanced monetization.

Recommended banner advertising sizes for apps

Ad networks support several banner ad sizes for apps, including:

• 320×50 (standard mobile banner)
• 300×250 (medium rectangle)
• 320×100 (large banner)

Adaptive banners are also widely used because they automatically adjust to the device’s screen width. They typically perform better across different devices, especially tablets.

To achieve the best results, use the recommended size for the user’s device and orientation, and make sure the ad fits naturally within your layout.

Best practices for banner ad placements

Placement has a direct impact on performance. Solid in-app banner ad placements follow a few simple rules:

• Place banners above the fold so users see them without scrolling
• Use sticky placements to keep the banner visible during interaction
• Leave some padding around the ad so users avoid accidental clicks
• Avoid placing banners near interactive buttons or navigation elements

A well-placed banner should be visible, but not intrusive or disruptive.

How apps earn money from banner ads

Revenue comes from impressions (viewed ads) or clicks, depending on the ad network’s pricing model. Banner ads commonly use CPM, CPC, or a mix based on performance.

Your revenue is influenced by:

• Country and region
• App category
• User engagement
• Traffic quality
• Ad viewability

For most apps, mobile app monetization with banner ads provides a stable baseline revenue stream. It’s rarely the highest-earning format, but it’s one of the most consistent.

Performance benchmarks and metrics

To understand how your banners are performing, focus on these core metrics:

CTR (Click-Through Rate): Shows how often users click the banner. Higher CTR usually means more relevant creative.

eCPM (Effective Cost Per Mille): Indicates how much revenue you earn per 1,000 impressions.

Viewability: Measures how long the banner was actually visible on the screen.

Fill rate: Shows how often your ad requests receive an ad. Low fill rates indicate demand issues or technical errors.

Tracking these metrics helps you optimize your monetization strategy.

Frequently asked questions

Are banner ads good for all app categories?

They work well for utilities, productivity apps, casual games, and content apps. They may be less effective in high-intensity apps where users need full-screen focus.

Do banner ads hurt retention?

Not usually. Because banners are low interruption, users often ignore them. Issues arise only when banners cover content or disrupt navigation.

How often should banner ads refresh?

Most networks recommend a refresh rate of 30 to 60 seconds. Faster refresh rates can lead to accidental clicks and lower-quality traffic.

Related terms

• Ad Impression
• Ad Inventory
• Ad Server
• Demand Side Platform (DSP)