GIF weight limits explained
Why file weight matters for display ads, and how to keep animated GIFs light.
File weight is the size of an ad file in kilobytes. It matters because a lighter ad loads faster, and because ad networks reject files that go over their limit. Animated GIF is the most widely accepted format for display banners, but it can grow large quickly, so it pays to keep an eye on the weight.
Common limits
As a general reference, the Google Display Network sets a maximum of 150 KB for display ads, applied to both image and HTML5 units. Many networks also cap animation length, commonly up to 30 seconds, and require animation to stop after looping a small number of times.
What makes a GIF heavy
- Colours: GIF stores up to 256 colours per frame. Photographs and gradients need many colours, which increases size.
- Frames: every frame adds data, so more frames means a larger file.
- Dimensions: larger canvas sizes hold more pixels per frame.
- Fine detail and noise: busy textures compress less efficiently than flat areas of colour.
How to keep GIFs under the limit
- Use the target-size control in the export panel to aim for a maximum weight per size. The tool tunes the output toward that figure.
- Lower the colour count where the design allows. Flat, brand-colour designs look fine with fewer colours.
- Keep the number of frames modest and hold times short.
- Prefer solid colours and simple shapes over heavy photographic backgrounds.
When a design genuinely needs rich, full colour, consider exporting MP4 or animated WebP instead, which handle 24-bit colour far more efficiently than GIF. Check that your placement accepts those formats first.
See the banner size guide for standard dimensions, or read how frame animation works. Open the editor to start.