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When you’re designing an animated banner ad, a great
way to produce the maximum impact is to design the
last frame first. You might think it’s crazy not to start at
the beginning, but it’s precisely the way to get a solid
ending. There are a number of reasons for this technique:
• Your ad probably won’t loop for more than
a few rotations, so inevitably, it will wind up
being static on the last frame at some point.
• While the page is loading, the viewer is probably
looking for a search button or quick information
on the page he intended to visit, rather than
digesting your ad. It’s likely he’ll miss the first few
frames or even the first full rotation of your ad.
• When the ad stops, the viewer won’t see it
replayed unless he refreshes the page.
• If your ad is on...
