Why send advertising in HD?

With the recent price changes for our MediaPro advertising delivery platform in Australia and New Zealand, we have made HD deliveries much more accessible to the market. Previously, we explained why we did this. But besides the added value for you and your clients, why should you be sending ads in HD?

Reason 1: Audiences expect quality

Watch one of the older, SD videos on YouTube, and some snarky comment is sure to pop up, sooner or later: "What was this shot on? A potato?"

With high bandwidth, high resolution digital video streams now readily available, the modern audience is more and more aware of the importance of quality - and more easily distracted by low quality footage. HD advertising ensures your message comes across loud and clear.

Reason 2: More seamless workflows

Today, most advertising are produced in high definition. Ads are shot in high definition, then edited and graded in high definition. It makes sense to cut down on the conversion steps by building a seamless high definition workflow, down through to delivery.

Reason 3: HD is now standard

HD is here to stay. With recent legislative changes, broadcasters are moving steadily in that direction.

Already, channels like ABC1, SBS1, Seven, Nine, Win, Ten, Prime, Southern Cross, and more, are moving across to HD.

Change is inevitable, and it makes sense to make the transition on your own terms, and optimise your workflow and assets now to stay on top of things.

Reason 4: Archival and conversion

When you deliver through MediaPro, your uploaded media is stored in a library. This media can be reused as you see fit, or you can also download it later if needed.

Booking and delivering in HD ensures the highest quality file is stored on the system.

Note that this does not prevent you from delivering to SD-only destinations. For these bookings and deliveries, MediaPro can automatically down-convert your HD material, for free.

But while some stations may offer to up-convert a provided SD file to HD, this cannot make up for the quality issues with SD.

Sarah Pern