Affiliate banners: marketing priorities, technical considerations, size recommendations, and purpose
A common question we receive at Affilinomics is this: What size banners should we make available to our affiliates? In this article, we’ll provide some specific banner size recommendations to help you get started. We’ll discuss some of the different purposes and goals for various types of banners. We’ll look into their technical specifications and how your affiliates can use banners effectively. Finally, we’ll explore some ways your brand can optimize its banner portfolio within the affiliate network you’re using.
What banner sizes should we make for our affiliates?
Since this dimensional size question is probably the most common one we hear about banners, we’ll start here. The table below features recommended banner sizes covering the most frequently requested dimensions in affiliate marketing. We’ve also included some additional insights related to the suggested content focus and marketing purpose to pursue. These things are discussed later in this article.
| Dimensions | Content | Marketing Purpose |
|---|---|---|
| 88×31 | Logo | Branding |
| 120×60 | Logo | Branding |
| 120×90 | Logo | Branding |
| 125×125 | Logo | Branding |
| 150×150 | Logo | Branding |
| 250×250 | Logo / CTA | Branding / Marketing |
| 300×250 | Logo / CTA | Branding / Marketing |
| 234×60 | Logo / CTA | Branding / Marketing |
| 468×60 | Logo / CTA | Branding / Marketing |
| 728×90 | Logo / CTA | Branding / Marketing |
| 120×240 | Logo / CTA | Branding / Marketing |
| 120×600 | Logo / CTA | Branding / Marketing |
| 160×600 | Logo / CTA | Branding / Marketing |
| 180×150 | Logo / CTA | Branding / Marketing |
| 320×50 | Logo / CTA | Branding / Marketing on Mobile Devices |
| 320×100 | Logo / CTA | Branding / Marketing on Mobile Devices |
What technical things should we accommodate for affiliate banners?
There are several things to consider besides dimensions when creating affiliate banners. File size, file format, and banner background color are three technical factors to take into account.
As for file size, affiliate banners should be optimized for speed. In simple terms, that means reducing file size by optimizing the image for web usage. Most graphics editing apps used for banner creation can do this for you. You can also upload your images to specialized online banner optimization service providers to accomplish this as well. One of the online image optimization tools we’ve used is Imagify. They have a free pricing tier with enough resources to serve many smaller brands quite well.
Another thing to keep in mind is file format (this also can impact file size). Most affiliate programs only allow banners in the following formats: jpg, jpeg, gif, and png. Each format has benefits and drawbacks. In short, jpg and jpeg are basically the same thing and are ideal for photos; gif is best for animated banners; and png tends to get the smallest sizes and best clarity for banners with text and logos. In addition, png supports transparent backgrounds.
Regarding banner background colors, for those png banners with just your logo (or logo and text), we recommend creating two different options, both with transparent backgrounds. One banner is optimized for viewing over light backgrounds and the other for viewing over dark backgrounds. The purpose of a transparent background is to enable clarity of display on a wide range of background colors. How? A transparent image lets the background show through the non-essential parts of an overlaid banner. This allows your logo to be clearly visible against the background it’s placed upon.
In addition to transparent logo banners, consider adding one with a white background and another with a black background. This helps affiliates who may wish to display it over their “busy” light or dark backgrounds. For banners with jpg or jpeg formats, you won’t have to do this since there is no transparency. Those banners should simply be optimized to minimize file size while retaining clarity. Regarding the gif format, it also supports transparent backgrounds; however, gif banners can usually be skipped unless you wish to create animated banners. Animated banners, though once very popular, are currently not used much within affiliate marketing.
What is the purpose of affiliate banners?
Studies continue to show that banners have a very low click-through rate (CTR), especially when compared to text links. Many web users have developed “banner blindness” from the overwhelming presence of online banner ads over the years. We suggest developing a sufficient number of banners covering the fundamentals, while primarily focusing on text links for your affiliate marketing efforts.
Why? Because affiliates primarily leverage banners to enhance branding in conjunction with their use of affiliate text links. This practice is particularly common with the use of logo banners without any call to action. Simply put, the branding emphasis of the logo draws more attention (and likely credibility) to the text link. That generally leads to enhanced CTRs for the text link compared to a text link without the relevant brand logo.
With the above in mind, some brands find that offering affiliates seasonal banners helps with conversions. The same can be said for promotional banners and banners that deep-link to clearance pages or particularly popular products. Be sure to keep these things in mind. Go ahead and test, especially when in doubt. See what works best for your brand.
In addition, don’t be afraid to simply ask your affiliates. Some have specific requests for banners or banner sizes. If the request is relevant and fits within your priorities, go ahead and honor it if possible. Such customized services build better advertiser / publisher relationships with your affiliates.
Should I remove or update an affiliate banner?
Removing or updating an affiliate banner varies by network, but there are universal factors to consider. First, by default, most affiliate networks enable their affiliate publishers to use your banners dynamically. That means the affiliate doesn’t need to download and host the actual banner image. Why? Because it’s linked to the affiliate network’s repository and not their site. Deleting an old banner, therefore, could result in lost exposure for your brand. How? Because it would disrupt the code on their site that points to your banner. Instead, we suggest replacing old banners with updated ones, even if it’s just a generic branded logo.
Many affiliate networks allow for end dates to be placed on banners. If that’s the case, we feel it’s best to put expiration dates on seasonal banners. An exception to this general rule is if you change them out frequently with the latest seasonal edition or version.
Conclusion
Banner images continue to represent an important part of affiliate marketing. Although not as effective as text links for conversions, they remain a significant tool for branding. They highlight your relationship with your affiliates and encourage reputational trust.
We are confident that these banner tips will help you support your affiliates and enhance how they represent your brand. By sharing quality banner creative, you are reinforcing the “win-win” relational aspect of affiliate marketing.
Wishing you great success with your affiliate banner efforts! Reach out if you have any questions or would like to explore affiliate marketing options for your brand.
