First, not every encoding platform has the same settings. If you are not sure which app to use to encode your video, give Handbrake a try. It's free: HandBrake: Open Source Video Transcoder
Resolution Question - Should you encode to 720p, 1080p, or 4K?
720p – In many cases, 720p will look good and be worth testing on your display. If you can get by with 720p, this can make video decoding VERY efficient and run well on low-end player devices and integrated SoC solutions that run within a display.
1080p – Standard HD quality for most digital signage applications.
4K – Higher quality for larger displays or applications requiring sharper detail. Note that 4K is limited to a maximum of 30 fps.
H.264/H.265 Video Compression
H.264 is the best choice today because of its widespread hardware-accelerated support.
H.265/HEVC is supported in our Mini Max device and offers better compression at the same quality level.
MP4 Container Format MP4 is the best container format for broad industry support. It's based on Apple's MOV format but adds support for other MPEG features.
Ideal Bitrate – This depends on your choice of resolution:
720p – 2,500 kbps is a good starting point. If quality is not high enough, bump it up to 3,500 kbps.
1080p – 5,000 kbps is a good starting point. If quality is not high enough, bump it up as high as 6,000 kbps.
4K – 15,000-20,000 kbps (15-20 Mbps) is recommended for optimal quality.
Frame Rate: Choose 30 fps for all resolutions.
Slow Preset Set the encoding to "slow". If you are in a rush, you can choose a faster setting. However, a slow preset will achieve better quality and better compression.
2-Pass Encoding: For best quality and file size, choose 2-pass. It takes more time, but it is worth it.
There are more settings you can adjust, of course. However, if you follow the above recommendations, you will have very good results for video running on your digital signage!