Expectations of a full-width horizontal responsive banner

[csdude55]

I'm sort of debating on a new ad structure.

I've always had 2-3 vertical responsive banners on the right and a 728x90 at the bottom of the page. I changed that bottom ad to a horizontal responsive, and the impression RPM went up by 15%... not bad for a relatively minor change!

Later on, I decided to add a horizontal responsive to the top of the page, too. I hated it, the site is now ad-heavy and it pushes the content almost below the fold! But it didn't seem to have a negative impact on the RPM of the other banners, so it end up just being free money (increasing my monthly revenue by about 50%).

So here's the question.

Do you guys think that I could replace the two vertical responsive banners that are on the right with a single horizontal responsive in the middle of the page, and make the same amount of money (or at least, close to it)?

So the layout would become:

LOGO
************************************
navigation
************************************
[RESPONSIVE HORIZONTAL BANNER]

Lorem ipsum dolor sit amet, consectetur adipiscing elit...

[RESPONSIVE HORIZONTAL BANNER]

sed do eiusmod tempor incididunt ut labore et dolore magna aliqua...

[RESPONSIVE HORIZONTAL BANNER]
************************************
footer navigation

... removing 3 banners, and adding a larger banner in the middle. It would definitely look better, and is definitely more mobile-friendly, which could lead to more clicks and more pages per session. But I'm running in the red as it is, so I can't afford to take too much of a hit.

[NickMNS]

I'm not sure what constitutes a banner anymore, but I would use (I actually do use)height of 250 full width.

LOGO
************************************
navigation
************************************
H1 Header
Content summary or introduction
(peeking at the first fold ~600px) [RESPONSIVE HORIZONTAL AD]
(bulk of the content...)
Lorem ipsum dolor sit amet, consectetur adipiscing elit...

(only if there is sufficient content) [RESPONSIVE HORIZONTAL AD]

sed do eiusmod tempor incididunt ut labore et dolore magna aliqua...
(...end of content)
[RESPONSIVE HORIZONTAL AD]
************************************
footer navigation

Placing ads for mobile at the top of the page can cause users to scroll down to the content before the ad is loaded thus reducing viewability. By pushing the ad deeper into the content the chances of a scroll by are reduced (in theory). Ideally you should probably test different layouts to see which provides the best performance.