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Eugene Rayner

Google doesn't allow longer than 30 seconds?

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This thread was started before GSAP 3 was released. Some information, especially the syntax, may be out of date for GSAP 3. Please see the GSAP 3 migration guide and release notes for more information about how to update the code to GSAP 3's syntax. 

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Hello there,


I built my first banners the other day and my company loves them! Small file size, and transitions look a lot better than static transitions.



Google only let me have an ad that runs for 30 seconds. However, in the past I have had GIF banners (made in photoshop) on an infinite loop -> ie, never ending.

adding {repeat:-1} to my timeline will successfully loop the banner, but google won't accept it.


I am also looking at 'best practices' if anyone has a link to an article or wants to leave a note here, i'd greatly appreciate that.




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The IAB sets the recommended standards for the whole industry.


Ad serving companies all have their own unique standards, too.  For Google specifically, there's:




DoubleClick Rich Media


The 30 second time limit is pretty standard across the board.


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The spec for animation that the IAB set has always been 15 seconds, not 30 seconds, and still is in the IAB's new specs (see page 17 under Animation). Autoplay video is still 15-seconds too (page 19). I'm, personally, glad this is a spec, and would actually prefer it to be much shorter, like 10-seconds. No one wants ads that continually use up resources or screams look at me.

The link above and Ohem's links contain pretty much all best practices you should be using. The new specs aren't as wide spread yet but I'd imagine this will be changing quickly this year.

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True, the IAB recommends 15 seconds.  But Google allows 30 seconds for Adwords and DoubleClick.

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I just thought it was weird because i've always made basic GIFs on photoshop. And I set them to 'forever loop' and i've never had a problem before. It's weird that my banners have always been forever long and not just 30 seconds.

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You have to realize the only cops on the "how long is your animation" beat, are the poor AdOps people who just want to get all those ads booked and go home. In the SWF days the no clickTag was literally a deal killer that no one could fix for the advertiser without an FLA.


The reason for the rule is, looping animation is annoying, whether the AdOps peeps enforce it or not. I do loop subtle effects, like stars in a galaxy, underwater, snow falling, landed butterfly wings flapping, etc. but would never loop copy animation. Because it is annoying.

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L E A N  (Light, Encrypted, Ad choice supported, Non-invasive ads)


No LEAN = Rise of ad blockers = Web without banners

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I won't block ads because democracy depends on a vigilant press. Ad blockers steal content. that being said, subscribe to the Washington Post and the NY Times.

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