To loop or not to loop, that is the question!

Looping banners are flash or GIF banners that play their animation over and over again. They are pretty common in the online advertising industry because they continuously tell their story and draw the users’ attention.

However the IAB guidelines recommend that a banner’s animation length should be of maximum 15 seconds, including multiple loops.

So the question is whether you should use looping or not.

Well the answer is – again – it depends.

It depends on the publisher or the advertising network in the first place. For instance, Google AdWords says that “animated ads are restricted to a maximum of 30 seconds (at a 15-20 fps frame rate), after which point they must remain static.”

It depends on your creative concept too. So if let’s say the publisher allows you to submit a looping ad, that doesn’t mean that you necessarily should. For instance, you might want to put the call to action on the last frame, so it’s crucial for the call to action to be visible most of the time. Moreover, a never-ending looping ad can be annoying. Especially for those who have a weak computer.

Our suggestion: Use looping wisely.

The best thing to do is to not use it at all. If you use BannerSnack for making banners, uncheck the “Loop” box in the control panel at the right.

However, if you still want to use it, but follow as well the IAB or Google requirements, you can make a banner loop a couple of times and then make it stop. To do that in BannerSnack, uncheck the “loop” box as shown above and then manually duplicate your slides in such way that the banner looks like it’s looping when in fact it is not.

In the example above, the banner will quit its animation after “looping” once.

I hope you will find this small “tutorial” useful. Happy snacking!

*Disclaimer: We decided that we’ll be focusing on developing more HTML5 features and disconnect the Flash editor. Find more info about this here. Please feel free to contact us if you need further information or have any queries about our product. 


  1. Sheena
  2. tiff

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