The WORLD WIDE web??
With an audience consisting of anyone on the planet with an internet connection, a web site has a far greater potential reach than any other form of mass marketing. Yet some businesses, especially small ones, seem to think that the video they are putting on their site doesn’t require the same level of polish that a TV commercial would. There was a time when low bandwidth, dial up connections and small heavily compressed video were the norm. In those days, a postage stamp size video with visible compression artifacts would indeed hide many production flaws, and often hide actors faces and almost anything else of any value too. Those days are long gone now.
As of late 2014 a look at the YouTube and Vimeo accepted video formats shows how far we’ve come. Vimeo will accept and play back full HD at 1920×1080, and YouTube is handling Ultra HD at 3840×2160. Netflix is also streaming content in Ultra HD, adding more content every day. Internet bandwidth is ever increasing and we’re collectively using video to fill up that bandwidth. In addition to the increase in bandwidth, compression technology is also improving. H.265 or High Efficiency Video Coding is gathering steam and requires half the bandwidth of h.264 for the same quality picture. The web is able to deliver content that looks as good (or better than, in some cases) as broadcast television.
A video on a website is putting your company’s image in front of the entire world. No longer will the web hide the fact that a video was shot with a cheap camera, didn’t get any color correction or post audio mixing and doesn’t tell the company’s story well. A poorly produced video will do more harm than good in terms of how your company is seen by the entire world. As my dad always said, “if it’s worth doing it’s worth doing right”.
– Chris Tomberlin