It can be regarded as an art and a great thing to begin developing graphical banner ads which are consisted of some frames and seconds displayed. As a matter of fact, there is nothing called a standalone animated movie because although the GIF animated files look like having movie-like motions and movements but in fact, a deep layer beneath the current apparent surface of the program you will find the individual graphics and images which have joined each other for creation of a constant movement and you can count the frames according to the seconds they will last while being played. This case can be made more clear by an example about a website you are running and are accepting various forms of payments for the services you are offering on your web pages and so the choice of e-currency banner design can be good for your web business and internet site and then you consider having GIF ads created and developed for your online project rather than the static JPEG types and so contact the companies for this matter and while checking out the frames played after each other, you can see that each of them might be taking more or less time than the rest of the banner ad instances and such maneuvers can be done and performed when you are developing larger web graphical projects and plans. Please note that there is no fixed rules about the length of the animated frames to be included in a banner ad and GIF web graphics are known to be very flexible when it comes to inserting frames and blank motion seconds and plays among the different image parts and visual sections of them. One great thing is that using certain softwares, you can easily edit the older frames and include newer ones or doing some picture replacements in an easy and professional way and without any possible deletion of the main points displayed on your GIF ads while shown online.