H.264 or H.265: choosing a codec for review and delivery

The destination determines the choice

H.264 (AVC) and H.265 (HEVC) are compression codecs. H.265 may achieve comparable quality with less data in some conditions, but commonly requires more processing and does not offer equal compatibility across every device, browser, and workflow.

Do not promise a fixed percentage saving. Results change with resolution, movement, grain, settings, and encoder.

An operational rule

Start with H.264 when the file must open without assistance on client devices, review tools, or varied channels.

Evaluate H.265 when the destination explicitly supports it, file size or resolution justifies the encoding, and the team can test playback, color, audio, and captions.

Another codec may be appropriate for post-production masters or archives. H.264 and H.265 do not replace a retention policy.

Agency example

The team delivers a campaign with:

• a lightweight H.264 MP4 for client review;
• a high-quality master defined by post-production;
• H.264 MP4 files for channels requesting them;
• H.265 for a specific screen tested by its supplier;
• a delivery record with resolution, FPS, bitrate, audio, and date.

It does not create H.265 for everything “because it is smaller.” Nor does it retain only the review MP4.

Test before sending

1. Encode a representative section containing movement, text, and gradients.
2. Play it on the destination device or platform.
3. Check start, end, audio, sync, color, and captions.
4. Confirm that it came from the approved master.
5. Record settings and test outcome.

Polimake can keep the delivered file connected to its master, brief, and approval state. Codec choice remains part of the technical workflow, while the organization prevents an optimized export from being mistaken for the source.

Minimum delivery brief

• container and codec;
• resolution and frame rate;
• target bitrate or size limit;
• audio and captions;
• color or HDR where relevant;
• channel, device, and date;
• test and approval owner.

If the request only says “MP4 or MOV,” begin by defining the file's stage and use.