What is the crucial specification a digital planner/buyer should provide for video asset development?

In the context of video asset development for digital media buying and planning, specifying the bitrate is crucial because it directly impacts the quality and performance of the video across various platforms and devices. Bitrate refers to the amount of data processed in a given amount of time, usually measured in kilobits per second (Kbps) or megabits per second (Mbps). A higher bitrate generally results in better video quality, as it allows for more detail and less compression artifacts.

For digital planners and buyers, ensuring that the video content meets the necessary bitrate specifications helps maintain the viewing experience and engagement levels among the target audience. If the bitrate is too low, the video may buffer or appear pixelated, leading to poor user experience and decreased effectiveness of the campaign.

While aspects such as aspect ratio, file format, and resolution are also important in video asset development, they do not carry the same weight as bitrate when it comes to defining the overall quality and delivery of video content across various platforms. Therefore, focusing on bitrate is essential for optimizing video performance in digital advertising strategies.