Allegro Ads Vertical Banner: Cost and Setup

Information current as of: 27 July 2026 · approx. 10 min read

Scope: The description and rates in this article are based on materials for allegro.pl. Users of allegro.cz, allegro.sk and allegro.hu should check the format’s availability and local rates in their own Ads panel, as the sources cited here do not confirm these markets. Tweetnij

On 23 July 2026, Allegro added a new format to Display Advertising: the 300 × 600 px Vertical Banner. The ad can appear on the left-hand side of search results and on the purchase thank-you page—the desktop screen displayed after a successful payment.

This is not simply a narrower version of the existing banner. The new layout, targeting based on previously browsed categories and post-transaction placement create two different contexts in which to reach a buyer. It is therefore worth separating the facts provided by Allegro from hypotheses that still need to be tested on your own account.

The hero image is an editorial visualisation created by FAEO and does not show the actual Allegro interface.

Most important caveat: the format is new. Allegro has not yet published CTR, conversion or ROAS benchmarks for the Vertical Banner. Any claim that the ad is “certain to increase sales” would currently be guesswork. Tweetnij

# The essentials in 60 seconds

• The Vertical Banner is a new Allegro Ads Display Advertising format.
• The creative measures 300 × 600 px.
• The ad can appear in the left-hand column of search results and on the purchase thank-you page.
• Allegro describes the thank-you page as a desktop screen, so mobile delivery should not be assumed.
• The advertiser selects up to 20 categories, and Allegro targets the ad at buyers who previously browsed them.
• The panel requires two prepared banners, but the public instructions do not yet describe the dimensions and role of each file.
• Billing uses the CPM model, meaning the cost per 1,000 impressions.
• The current minimum CPM for the left-hand column and the new post-purchase placement is PLN 11.
• The current minimum daily budget for Display Advertising is PLN 15.
• Allegro reviews the ad before it goes live.

# What Allegro changed on 23 July 2026

The update covers three related changes.

# New 300 × 600 px Vertical Banner

The Vertical Banner can feature a product, brand or offer category. It is created in the Allegro Ads panel as a Display Advertising campaign. Allegro’s written instructions say the click should lead to the seller’s own offers, while the graphic on the same page says it can lead anywhere on Allegro. Use the current Allegro Ads panel to determine which address it accepts; neither source confirms a destination outside Allegro.

# Banner Ad is renamed Horizontal Banner

The format previously known as Banner Ad has been renamed Horizontal Banner. This change organises the naming after the introduction of the vertical format; it does not mean that existing campaigns have been discontinued.

# Ads also appear after a successful payment

The purchase thank-you page is a new Display Advertising placement. Allegro has made it available for:

• Template Ads,
• Flexible Banners,
• Video Ads,
• Vertical Banners.

FAEO’s interpretation: a user in search results is still comparing products, while a user who has reached the post-payment page has already completed one transaction. This supports using separate messages and measuring the two placements independently, but it does not prove that either one will perform better.

# Where the Vertical Banner appears and who sees it

# Left-hand column of search results

Here, the ad appears alongside the offer list. It may help a brand or product group stand out while buyers actively browse a category. The current minimum bid for delivery on the left-hand side of search results is PLN 11 CPM.

# Purchase thank-you page

This is the desktop screen displayed immediately after a successful payment. Allegro says the ad may encourage a buyer to browse further offers. The current minimum cost per 1,000 impressions in this placement is also PLN 11.

Hypothesis to test: complementary products, regularly purchased items or a broader brand presentation may work on the post-purchase page. We do not automatically call this cross-selling or remarketing, however. Allegro confirms the targeting mechanism but has not yet published performance data for individual scenarios.

# Browsing history and up to 20 categories

During setup, you can select up to 20 categories. Allegro uses them to show the banner to people who previously browsed those areas of the marketplace.

The maximum is not a target. Adding 20 loosely related categories may increase reach at the expense of relevance. It is better to begin with categories that genuinely match both the creative and the landing page.

On allegro.pl, as of 27 July 2026, the 300 × 600 px banner can appear in the left-hand column of search results and on the desktop screen shown after a successful payment.

# The Ads Vertical Banner is not an Allegro Subscription banner

Allegro also offers banners on product pages and offer lists as part of a Subscription. This is a separate feature.

• Allegro Ads Vertical Banner: It is used for paid Display Advertising, set up in the Allegro Ads panel and billed by CPM. It uses the 300 × 600 px format discussed in this article.
• Subscription banner: It is used to customise the appearance of your own product page or offer list. It is configured in the Subscription and store settings and included as a Subscription feature; the 300 × 600 px format discussed here does not apply to it.

Do not use a random template found by searching for an “Allegro banner”. First check whether the material concerns the new Vertical Banner in Allegro Ads.

# What to prepare before launching the campaign

# Two required files—check the details in the panel

Allegro’s setup instructions require two banners prepared in advance. The publicly confirmed Vertical Banner format is 300 × 600 px, but the public materials do not state the dimensions or role of each required file. They also do not provide a complete list of accepted file formats, a file-size limit or safe margins. Do not automatically transfer parameters from an older or broader Half Page specification. Treat the current template and validation in the Allegro Ads panel as decisive before export.

The public instructions do not confirm any mechanism for rotating or comparing the files. Treat them as two consistent versions required by the format, and do not assume that the panel automatically runs an A/B test.

# One promise and a clear hierarchy

A vertical format quickly becomes unreadable if you try to fit the entire catalogue into it. A good creative should have:

1. one dominant product, category or brand theme,
2. one short message,
3. clear contrast between the background and content,
4. a main element that remains legible when reduced,
5. a safe margin with no key information near the edges.

If the panel and statistics confirm that two equivalent creatives rotate, use the second file to test one specific difference—such as the image, headline or layout—instead of changing everything at once.

# A consistent destination on Allegro

The public instructions are inconsistent here: the written text asks for a link to your own offers, while the embedded graphic says the banner can lead anywhere on Allegro. Until Allegro clarifies this, use an address accepted by the current panel. Neither source confirms a destination outside Allegro. Whichever address you choose, the landing page must match what the banner shows. If the creative promises a collection of accessories but the link opens your entire, unstructured range, even a good CTR will not solve the problem.

Before buying additional reach, it is worth organising your offers, images and account structure. FAEO’s comprehensive Allegro account management service can help in this area.

# Rights to materials and caution with AI

Use only photographs, logos and other elements for which you hold the necessary rights. If you also use generative images in your offers, review the rules for labelling AI images on Allegro. This is separate from ad setup, but it should form part of the same material-review process.

# How to enable the Vertical Banner in Allegro Ads step by step

1. Go to the Allegro Ads panel.
2. Click [add campaign].
3. Under Display Advertising, select [create].
4. Name the campaign and ad group. These names are visible only to you.
5. In the section for adding and customising ads, select Vertical Banner.
6. Enter the ad name and an Allegro address accepted by the panel, add two banners and select up to 20 categories.
7. Select the placements: Search results—left-hand column, Purchase thank-you page, or both.
8. Set the daily budget, maximum CPM bid and delivery dates. You can also set an optional total budget.
9. Click [create campaign] to submit it for review.

If the ad meets the rules, it will receive Active status. If Allegro rejects it, the panel will show which elements need to be corrected. The platform does not specify a guaranteed approval time in its public instructions, so allow a buffer before an important campaign date.

# How much does the Allegro Ads Vertical Banner cost?

# CPM is the cost per 1,000 impressions, not clicks

Display Advertising is billed on a CPM basis. You set the maximum amount per 1,000 impressions, and the charge is calculated proportionally for the impressions actually delivered.

The current minimum bids for the placements discussed are:

• Left-hand column of search results: minimum CPM of PLN 11.
• Purchase thank-you page: minimum CPM of PLN 11.

The auction determines the actual cost: it should not fall below the minimum bid for a given placement or exceed the maximum bid you set. The minimum daily budget for Display Advertising is PLN 15.

# How to convert a budget into an indicative number of impressions

Assuming the budget is fully spent and impressions are billed at the maximum CPM you set, the simplified planning formula is:

indicative number of impressions = budget ÷ maximum CPM × 1,000

Allegro’s example: with a maximum CPM of PLN 12 and a daily budget of PLN 50, the platform gives a maximum of approximately 4,167 impressions. Treat this as a simplified planning example, not a reach forecast. The public material does not explain whether a lower actual CPM changes this limit, and the campaign may not spend the full budget. Do not assume a higher impression count without confirmation in the Allegro Ads panel.

Do not set a bid simply because it is the minimum. With greater competition, a higher maximum CPM may improve the chance of delivery, but it also raises the possible cost of reach.

# Who might benefit from the new format?

FAEO recommendation, not an Allegro promise: the Vertical Banner may be worth considering if:

• you want to promote a recognisable brand, range or related product group,
• you can prepare two clear creatives and a consistent landing page,
• you have enough budget to collect data from both placements,
• you can assess the outcome using more than clicks alone,
• you know which categories genuinely describe the audience for your offer.

It is better to postpone the test if the link leads to weak or inconsistent offers, the campaign has no single objective, or the team will not be able to compare placements and creative versions.

Set one objective, separate the placements, control one variable, collect data for at least a week, compare the right metrics and account for attribution.

# How to run a first test without guessing

# 1. Set one objective

Decide whether the test should primarily:

• drive traffic to a specific group of offers,
• support sales in a particular category,
• increase brand reach within a defined segment.

Do not try to evaluate all three objectives with a single metric.

# 2. Separate the placements

If the current panel allows you to assign one placement to each separate group, create distinct groups for the left-hand column and the thank-you page. This gives each placement its own budget and prevents the results from being merged into one average.

# 3. Test one difference in the creative

If the statistics treat the two required files as comparable creatives, keep the same landing page and a similar set of categories. Change only one element, such as:

• the product image,
• the headline,
• the product-and-background layout.

# 4. Give the campaign time

Allegro recommends waiting at least a week before beginning to analyse new campaigns. One or two days will usually not provide enough impressions, clicks and sales for a reasonable assessment.

# 5. Compare the right metrics

Display Advertising statistics include, among other things:

• average CPM,
• reach,
• assisted sales,
• units sold,
• sales value.

To diagnose the creative, also monitor impressions, clicks and CTR if they are available in the campaign view. A high CTR without sales may indicate a landing-page problem, while a low CTR despite good reach may point to a mismatched creative or categories.

# 6. Remember the attribution window

For Display Advertising, Allegro attributes units sold and sales value for:

• 7 days after a click,
• 1 day after an impression.

This matters especially for the purchase thank-you page. A sale attributed after an impression alone is not automatic proof that the ad caused an additional purchase. The panel reports attribution, not the full incremental effect.

# Common mistakes

• confusing the Ads Vertical Banner with a banner available through a Subscription,
• preparing a graphic to dimensions found in an old guide for a different format,
• adding the maximum number of categories without checking their relevance,
• sending traffic to a general offer page that does not match the creative’s message,
• combining both placements without separate budgets and comparison,
• changing several elements between banners, making it impossible to know what affected the result,
• evaluating the campaign after one or two days,
• treating a sale after an impression as proof of causation,
• calling the post-purchase page “guaranteed cross-selling” without data,
• promising a specific ROAS for a format that has only just launched.

# Test the new format as a hypothesis, not a guarantee

The Vertical Banner gives sellers a new 300 × 600 px ad space and access to two contexts: active search and the screen shown after a successful payment. The advantage will not come from merely enabling the new feature, however, but from keeping the creative, categories, landing page and measurement aligned.

The safest starting point is to separate the two placements, choose one objective, make one controlled difference between comparable creatives and collect data for at least one week. Only then should you consider increasing the budget or expanding the categories.

If you want to assess whether the Vertical Banner suits your range and how it can fit into your overall campaign structure, learn about FAEO’s Allegro Ads management and optimisation service.

# Sources

• Allegro: What’s new in Allegro Ads—Vertical Banner, Horizontal Banner and a new placement
• Allegro: How to enable the Vertical Banner in Allegro Ads
• Allegro: Allegro Ads Display Advertising
• Allegro: How much Allegro Ads advertising costs and how it is billed
• Allegro: Statistics available in the Allegro Ads panel
• Allegro: Advertising specifications—Half Page format
• Allegro: Banners on product pages and offer lists available as part of a Subscription