Video is everywhere. Yet, the quality of the video is improving with the growing use of high-definition technologies. Organizations using video to communicate their message must raise the caliber of video quality to meet that standard.
"There's this whole movement for video screens all over the place," says Romina Rosado, global head of marketing for The NewsMarket. "It makes more sense to produce video in the highest possible standard, which is HD, and then you can downgrade to every possible format you need."
According to Rosado, the goal of using HD video is to get as much yardage out of footage as possible. With technology changing at a rapid clip, investing in higher quality video is an investment in the future, Rosado adds.
"Any marketer thinking of shooting video now should do it in HD to future-proof their communications strategy going forward," she says.
From HDTV to the Web, marketers should consider the variety of platforms where video is being shown. Rosado says it's best to start with a high quality video. Larry Thomas, COO of Medialink, agrees.
"The higher quality you begin with, the better it's going to look in whatever platform," he says. "You can always bump quality down."
Upscale brands should use comparable quality video, asserts Doug Simon, president of DS Simon Productions. Brands should also consider quality standards if they are providing video for use by a broadcast outlet, he adds.
"If you're looking to do brand integration, part of that is providing the media outlet with footage," Simon says. "You have to shoot in the format that matches."
Shoot footage in HD when possible and then adjust to the appropriate quality level
As more platforms switch to HD, footage shot in HD will increase
Grainy, consumer-generated quality video does not reflect well on a brand