The iPad understands MPEG4 (aka .mp4) files and some kinds of QuickTime files. The best video format to use for iPad is MP4 so that the video can be used on other devices in future. QuickTime Pro (version 7 is best) has several options for saving iPhone optimised video, which works well on iPad. See example below.
The iPad screen is 1024×768 (horizontal) or 768×1024 (vertical) - this is an aspect of 4:3 (or 3:4) - like 'old' TV. Widescreen video for 'new' TV is 16:9. The iPad can show 16:9 video but it will have black bars top and bottom. The 16:9 video can be cropped to be 4:3 BUT the video should be framed so that the left and right edges will be chopped off.
For video on the iPad we recommend the end file be either 512×384 (horizontal) or 384×512 (vertical). We get the iPad to double the video so it fills the screen - the iPad has a chip for video doubling so the results are free of resizing artefacts.
iPad magazines can be quite big, up to 500 MB for pages, slideshows and video (although we do advise to keep the size of your magazine to a minimum for a more user friendly experience). So there is plenty of room for video. In order to conserve space, use a bit rate of 500 kpbs.
Quicktime export of iPad compatible video
Load your video into QuickTime
The style/length of video really depends on the subject matter. short sequences work well for instructions e.g. how to chop an onion. Longer sequences such as movie trailer work well too. Any single video above 5 mins may be better in a different app which is video-centric (Oomph allows this) or can be streamed from online.
Portrait video, especially with a person talking to camera looks great, but does involve some extra post production.
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