I’m using Hype exclusively for banner ad creation. Prior to using Hype, I hand-coded animations with TweenLite, specifying each start and stops in seconds and fractions of seconds. I’ve become accustomed to thinking in terms of time rather than frames, which seems more appropriate to me for banners.
I’ve also used Photoshop to create gif animations, which uses a seconds-based timeline. And although I don’t use After Effects, that program allows me to choose timecode or frames as the display unit.
I’d definitely love to see this option in Hype!