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The H.264/AVC video coding standard achieves a high coding efficiency compared to previous standards. However, the encoder complexity results in a very high computational cost due to motion estimation and macroblock mode decisions. In this paper, we propose a simple, content adaptive mode decision method suitable for a variety of applications. Experimental results show that the proposed algorithm effectively reduces about 60% of the encoding time with negligible quality loss in respect to the reference model and it compares favorably with two of the most recognized algorithms in the literature. [ABSTRACT FROM AUTHOR]