As we utilize IAB Lean specs, it is imperative to keep GIF banner weight as low as possible. Here are some suggestions on how to optimize these banners to reduce the file size and help your ads load faster on site.
Here are some recommendations to make your animated GIF as efficient as possible:
Summary Overview:
Trim unnecessary space around the image
Scale down its output dimensions
Limit the colour palette
Reduce the number of frames
Avoid using dithering and interlacing
Use lossy compression options when saving file
Reducing the image’s pixel dimensions is one of the most effective ways to decrease file size. Use the "Trim" command in Photoshop to remove any unnecessary space around the image.
Lower the output dimensions of your GIF. Each graphics-editing program has different tools for resizing, so be sure to adjust accordingly.
GIFs support only 256 colors. The best compression comes when the color count is limited to a small value, such as 2, 4, 8, 16, 32, 64, 128, or 256.
Limit the number of frames and avoid unnecessary animations. Excessive animation increases load time and can be distracting to visitors.
Exporting in Photoshop: To create a GIF in Photoshop, use the "Export As" option under File > Export As, select GIF, and adjust the width and height to reduce the file size.
Exporting in Photoshop Elements: In Adobe Photoshop Elements, use the "Save For Web" option under File > Save For Web. This opens a dialog box where you can reduce colors and adjust the dimensions of your GIF.
Exporting in Adobe Animate: Go to File > Export > Export Animated GIF, then configure the settings and click "Done" to export your animation.
Some software offers a lossy option when saving GIFs. Keep in mind, while this reduces file size significantly, it also lowers the image quality.
Interlacing can increase file size, so it’s best to leave it off.
While dithering can enhance some images, it also increases file size. If possible, use minimal dithering to conserve bytes.
Above info paraphrased from:
Chastain, Sue. “GIF File Size Reduction: Key Tips for Optimal Web Performance” Lifewire, 20 Dec. 2024, https://www.lifewire.com/reduce-gif-file-size-8763525.