Digital Signage Content Formats

The Technical Foundation of Digital Signage Content

Understanding content formats is essential for successful digital signage deployment. The right format ensures smooth playback, optimal quality, and compatibility across your network. This guide covers video codecs, image formats, audio specifications, and web content standards used in professional digital signage.

Video Formats

Video Container Formats

A video file consists of a container (file format) that holds codecs (encoded video/audio streams):

┌─────────────────────────────────────────────────────────────────┐
│                      VIDEO FILE STRUCTURE                        │
│                                                                  │
│  ┌─────────────────────────────────────────────────────────┐    │
│  │  CONTAINER (MP4, MOV, MKV, AVI, WebM)                    │    │
│  │  ┌─────────────────────────────────────────────────────┐│    │
│  │  │  VIDEO STREAM (H.264, H.265, VP9, AV1)              ││    │
│  │  └─────────────────────────────────────────────────────┘│    │
│  │  ┌─────────────────────────────────────────────────────┐│    │
│  │  │  AUDIO STREAM (AAC, MP3, Opus)                      ││    │
│  │  └─────────────────────────────────────────────────────┘│    │
│  │  ┌─────────────────────────────────────────────────────┐│    │
│  │  │  METADATA (title, duration, chapters)               ││    │
│  │  └─────────────────────────────────────────────────────┘│    │
│  └─────────────────────────────────────────────────────────┘    │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

Container Format Comparison

Container	Extension	Best For	Player Support
MP4	.mp4, .m4v	Universal distribution	Excellent
MOV	.mov	Apple ecosystem	Good
MKV	.mkv	Multiple streams, subtitles	Variable
WebM	.webm	Web playback	Good
AVI	.avi	Legacy systems	Good
WMV	.wmv	Windows legacy	Windows only

Recommendation: Use MP4 container for all digital signage content. It offers the best combination of quality, compatibility, and streaming efficiency.

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Video Codecs

H.264 (AVC)

H.264 (Advanced Video Coding, also called AVC or MPEG-4 Part 10) is the industry standard for digital signage video.

Specification	Details
Official Name	ITU-T H.264 / MPEG-4 AVC
Introduced	2003
Typical File Extension	.mp4, .mov, .m4v
Hardware Decoding	Universal support
Best For	1080p content, maximum compatibility

H.264 Encoding Profiles

Profile	Use Case	Quality	Compatibility
Baseline	Mobile, low-power	Lower	Maximum
Main	Standard definition	Medium	High
High	HD broadcasting	High	Good
High 4:2:2	Professional	Highest	Limited

H.264 Quality Settings by Resolution

Resolution	Bitrate (Quality)	Bitrate (Efficiency)
720p	8-12 Mbps	4-6 Mbps
1080p	15-25 Mbps	8-12 Mbps
4K	50-80 Mbps	25-40 Mbps

H.264 Encoding Parameters

Recommended H.264 Settings for Digital Signage:

Codec: H.264 (x264 encoder)
Profile: High
Level: 4.1 (1080p) or 5.1 (4K)
Bitrate: CBR or VBR (2-pass)
Frame Rate: Match source (24, 25, 30, or 60 fps)
Keyframe Interval: 2 seconds (GOP = 2 × framerate)
Color Space: YUV 4:2:0
Bit Depth: 8-bit
Container: MP4

H.265 (HEVC)

H.265 (High Efficiency Video Coding, also called HEVC) offers 50% better compression than H.264 at the same quality.

Specification	Details
Official Name	ITU-T H.265 / MPEG-H HEVC
Introduced	2013
Compression Gain	50% smaller files vs H.264
Hardware Decoding	Newer devices (2015+)
Best For	4K content, bandwidth-constrained

H.265 vs H.264 Comparison

Aspect	H.264	H.265
Compression	Baseline	50% better
Encoding Speed	Fast	Slower
Decoding Requirements	Low	Higher
Hardware Support	Universal	2015+ devices
Licensing	Clear	Complex
4K Suitability	Acceptable	Preferred

H.265 Quality Settings

Resolution	Bitrate (Quality)	Bitrate (Efficiency)
1080p	8-12 Mbps	4-8 Mbps
4K	25-40 Mbps	15-25 Mbps
8K	80-120 Mbps	50-80 Mbps

Other Video Codecs

VP9 (Google/WebM)

Aspect	Details
Developer	Google
Efficiency	Similar to H.265
Licensing	Royalty-free
Support	Web browsers, Android, some players
Use Case	Web-based digital signage

AV1 (Alliance for Open Media)

Aspect	Details
Developer	AOMedia (Google, Apple, Netflix, etc.)
Efficiency	30% better than H.265
Licensing	Royalty-free
Support	Emerging (2020+)
Use Case	Next-generation, future-proof

Future Trend: AV1 adoption is growing, but hardware decoder support is still limited. Stick with H.264/H.265 for production deployments until AV1 hardware support becomes widespread.

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Video Specifications by Platform

Cross-Platform Compatibility Matrix

Player Platform	H.264	H.265	VP9	AV1	Max Resolution
Windows 10/11	✓	✓	✓	✓	8K
Android (recent)	✓	✓	✓	✓*	4K
Raspberry Pi 4	✓	✓	✗	✗	4K
Raspberry Pi 5	✓	✓	✓	✓	4K
BrightSign	✓	✓	✗	✗	4K/8K
Samsung Tizen	✓	✓	✓	✓*	8K
LG webOS	✓	✓	✓	✓*	8K
Chrome OS	✓	✓*	✓	✓	4K
macOS	✓	✓	✓	✓	8K

*Limited or software-only decoding

SignageStudio Player Specifications

SignageStudio players support:

Format	Windows	Android	Raspberry Pi	Linux
H.264 1080p	✓	✓	✓	✓
H.264 4K	✓	✓	✓	✓
H.265 1080p	✓	✓	✓	✓
H.265 4K	✓	✓	✓	✓
VP9	✓	✓	Pi 5 only	✓

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Image Formats

Common Image Formats

Format	Extension	Best For	Transparency	Animation
JPEG	.jpg, .jpeg	Photos, complex images	No	No
PNG	.png	Graphics, logos, transparency	Yes	No
WebP	.webp	Web, modern players	Yes	Yes
GIF	.gif	Simple animations	Yes (1-bit)	Yes
SVG	.svg	Scalable graphics	Yes	Yes*
BMP	.bmp	Legacy, uncompressed	No	No
TIFF	.tif, .tiff	Print, archival	Yes	No

JPEG (Joint Photographic Experts Group)

Best for photographic content and complex images:

Specification	Recommended
Quality	85-95% (balance quality/size)
Color Space	sRGB
Progressive	Yes (for large images)
Subsampling	4:2:0 (web) or 4:4:4 (quality)
Resolution	Match display native

JPEG Export Settings:

Quality: 90%
Color Profile: sRGB
Progressive: Enabled for images > 100KB
DPI: 72 (screen) or 150 (print backup)

PNG (Portable Network Graphics)

Best for graphics with transparency or sharp edges:

Specification	Recommended
Bit Depth	24-bit (RGB) or 32-bit (RGBA)
Compression	Maximum (lossless)
Interlacing	Adam7 for large images
Transparency	Full alpha channel

Use PNG For:

• Logos and branding
• Graphics with transparency
• Screenshots and UI elements
• Text overlays
• Icons and simple graphics

Use JPEG For:

• Photography
• Complex images with gradients
• Background images
• Product photos
• Lifestyle imagery

WebP

Modern format with excellent compression:

Specification	Recommended
Quality	80-90% for lossy
Compression	Lossy or lossless
Animation	Supported
Transparency	Full alpha channel
Browser Support	Modern browsers

Compression Comparison:

Format	Typical File Size (1080p image)	Quality
PNG	5-10 MB	Lossless
JPEG (90%)	500 KB - 1 MB	Excellent
WebP (90%)	300-600 KB	Excellent
WebP (lossless)	2-4 MB	Lossless

SVG (Scalable Vector Graphics)

Vector format for resolution-independent graphics:

Specification	Recommended
Optimization	SVGO or similar tool
Fonts	Convert to paths or embed
Animation	CSS or SMIL
Complexity	Keep paths simple

Best for:

• Logos at any size
• Icons and symbols
• Data visualizations
• Animated graphics (via CSS)

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Audio Formats

Supported Audio Codecs

Format	Extension	Compression	Quality	Use Case
AAC	.m4a, .aac	Lossy	Excellent	Video audio, streaming
MP3	.mp3	Lossy	Good	Universal compatibility
WAV	.wav	Uncompressed	Best	Production, short clips
FLAC	.flac	Lossless	Best	Archival, high-quality
Opus	.opus	Lossy	Excellent	Web, low bitrate
WMA	.wma	Lossy	Good	Windows legacy

Audio Specifications

Parameter	Recommended	Notes
Sample Rate	48 kHz	Standard for video
Bit Depth	16-bit	Adequate for playback
Channels	Stereo (2.0)	Mono acceptable
Bitrate (AAC)	192-256 kbps	Good quality
Bitrate (MP3)	256-320 kbps	If AAC unavailable

Audio Considerations for Digital Signage

Venue Type	Audio Recommendation
Retail (general)	Silent or very low ambient
Retail (department)	Background music zones
Transit	Silent with captions
Corporate lobby	Silent or subtle ambient
Restaurant/bar	Audio enabled, music zones
Healthcare	Silent required
Entertainment	Full audio capability
Outdoor	Environmental factors

Important: Many digital signage deployments are silent by design. Always provide visual alternatives to audio content (captions, text overlays) for accessibility and venue flexibility.

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Web Content Formats

HTML5 Content

Modern digital signage supports HTML5 content:

Capability	Support Level	Notes
HTML5	Excellent	Core structure
CSS3	Excellent	Including animations
JavaScript	Excellent	ES6+ supported
WebGL	Good	3D graphics
Canvas	Excellent	2D drawing
Web Audio	Good	Audio processing
WebSockets	Excellent	Real-time data
Fetch API	Excellent	Data loading

HTML5 Content Guidelines

<!-- Digital Signage HTML Template -->
<!DOCTYPE html>
<html>
<head>
    <meta charset="UTF-8">
    <meta name="viewport" content="width=1920, height=1080">
    <style>
        * { margin: 0; padding: 0; box-sizing: border-box; }
        body {
            width: 1920px;
            height: 1080px;
            overflow: hidden;
            font-family: system-ui, sans-serif;
        }
    </style>
</head>
<body>
    <!-- Content here -->
</body>
</html>

Web Content Best Practices

Practice	Recommendation
Viewport	Set to match display resolution
Overflow	Hidden to prevent scrollbars
Resources	Bundle locally, minimize external calls
Error handling	Graceful fallbacks for network issues
Memory	Clean up intervals, animations
Testing	Test on actual player hardware

Dynamic Data Formats

Format	Use Case	Example
JSON	API data, configuration	Weather, social feeds
XML	Legacy systems, RSS	News feeds
RSS/Atom	News, blog content	Content aggregation
CSV	Spreadsheet data	Pricing, schedules
iCal	Calendar events	Meeting room displays

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Font Formats

Supported Font Types

Format	Extension	Best For	Support
WOFF2	.woff2	Web content, best compression	Modern
WOFF	.woff	Web content	Excellent
TTF	.ttf	Desktop, older systems	Universal
OTF	.otf	Desktop, advanced features	Excellent
EOT	.eot	Legacy IE	IE only

Font Best Practices

Practice	Recommendation
Format	WOFF2 primary, WOFF fallback
Subsetting	Include only needed characters
Loading	Preload critical fonts
Fallbacks	Always specify system fallbacks
Licensing	Verify web/embedded usage rights

/* Font loading example */
@font-face {
    font-family: 'BrandFont';
    src: url('brand-font.woff2') format('woff2'),
         url('brand-font.woff') format('woff');
    font-weight: normal;
    font-style: normal;
    font-display: swap; /* Show fallback immediately */
}

body {
    font-family: 'BrandFont', system-ui, -apple-system,
                 'Segoe UI', Roboto, sans-serif;
}

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Format Selection Guide

Decision Matrix

Content Type	Recommended Format	Alternative
Video (1080p)	H.264 MP4	H.265 if size matters
Video (4K)	H.265 MP4	H.264 for max compatibility
Photos	JPEG (85-95%)	WebP for modern players
Logos	PNG-24	SVG for scalability
Graphics with alpha	PNG-32	WebP for smaller size
Animations	H.264 MP4	GIF for simple loops
Icons	SVG	PNG sprite
Background music	AAC 192kbps	MP3 256kbps
Dynamic content	HTML5	-

Export Presets

Standard 1080p Video

Container: MP4
Video Codec: H.264
Profile: High
Level: 4.1
Bitrate: 15 Mbps (VBR, 2-pass)
Frame Rate: 30 fps
Keyframe: Every 2 seconds
Audio: AAC 192kbps, 48kHz, Stereo

4K Video (Quality)

Container: MP4
Video Codec: H.265 (HEVC)
Profile: Main
Level: 5.1
Bitrate: 35 Mbps (VBR, 2-pass)
Frame Rate: 30 fps
Keyframe: Every 2 seconds
Audio: AAC 256kbps, 48kHz, Stereo

4K Video (Compatibility)

Container: MP4
Video Codec: H.264
Profile: High
Level: 5.1
Bitrate: 50 Mbps (VBR, 2-pass)
Frame Rate: 30 fps
Keyframe: Every 2 seconds
Audio: AAC 256kbps, 48kHz, Stereo

Image Assets

Photos: JPEG, 90% quality, sRGB
Graphics: PNG-24/32, sRGB
Logos: SVG or PNG with transparency
Size: Match display native resolution

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File Size Guidelines

Maximum Recommended File Sizes

Content Type	Maximum Size	Notes
Image (single)	10 MB	Optimize if larger
Video (per minute)	150 MB (1080p), 300 MB (4K)	Adjust bitrate
HTML package	50 MB total	Bundle all assets
Font file	500 KB	Subset characters
Total playlist	2 GB	Consider sync time

Storage Estimation

Resolution	Duration	Estimated Size
1080p @ 15 Mbps	1 minute	112 MB
1080p @ 15 Mbps	10 minutes	1.12 GB
4K @ 35 Mbps	1 minute	262 MB
4K @ 35 Mbps	10 minutes	2.62 GB

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Quality Assurance

Pre-Deployment Checklist

• Video plays without stuttering on target player
• Resolution matches display native resolution
• Audio levels are consistent across content
• Images are sharp (no compression artifacts)
• Fonts render correctly
• Animations are smooth (consistent frame rate)
• File sizes are within limits
• HTML content loads without errors
• Dynamic data sources are accessible

Common Issues and Solutions

Issue	Cause	Solution
Stuttering video	Bitrate too high	Reduce bitrate or upgrade player
Audio sync issues	Variable frame rate	Use constant frame rate
Pixelated images	Low resolution source	Use native resolution assets
Font rendering	Missing fonts	Bundle fonts with content
Color mismatch	Color space mismatch	Use sRGB consistently
Long load times	Large file sizes	Optimize assets, reduce bitrate

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Frequently Asked Questions

What video format should I use?

For 1080p content:

• Use H.264 (AVC) in MP4 container
• Bitrate: 12-20 Mbps
• Universal compatibility

For 4K content:

• Use H.265 (HEVC) in MP4 container
• Bitrate: 25-40 Mbps
• Better compression, smaller files

PNG or JPEG?

Choose JPEG for:	Choose PNG for:
Photos	Logos
Complex images	Graphics with transparency
Backgrounds	Text overlays
Product images	UI elements
Lifestyle shots	Icons

What about audio?

Most digital signage runs silent. When audio is needed:

• Use AAC at 192 kbps
• Always provide visual alternatives
• Consider venue ambient noise

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Related Documentation

• Screen Resolution Standards - Display specifications
• Media Players - Player capabilities
• Content Best Practices - Design guidelines
• SMIL Standard - Playlist format

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Content format specifications are based on industry standards as of 2026. Always test content on target hardware before deployment.