Best codec for web?

I have a QT file, H.244, 720X480 and 27.9MB. I need to get it web friendly. Doing the QT export to web but I can't get it under 10MB. Any suggestions to get this smaller without it breaking up?

If the bitrate is low enough the size will be lower as well, so the size of the video really doesn't make the size of the file bigger or smaller.
720X480 at 500 kbps is going to be really a small horribly blocky file, while 320X240 at 5000kbps is going to be 10 times larger and look better of course. But 720X480 at 1400 might be a better compromise.

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