© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 1

Alex Zhang – Senior Product Manager at AWS

Khawaja Shams – VP of Engineering at AWS Elemental

November 30 2016

Deliver and Monetize Your Content

with Video Center Operations on AWS

CTD 202

What to Expect from the Session

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This session will show:

• How you can keep up with the pace of change in the broadcast and

OTT video space with a unified solution in the cloud

• Solutions to scale the number of channels and adapt quickly to

new consumer requirements

• Methods of enhancing streaming monetization with personalized

advertising without degrading the audience’s quality of experience

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History of broadcast TV - it begins

1900

First mention of “TV”

at 1900 Paris World

Fair

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History of broadcast TV - development

Early 1920s

TV invented

Long distance

broadcast

Only a handful of TVs

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History of broadcast TV – all electric

1929

First all electronic TV

3.5 inch screen

The idea of

monetization

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History of broadcast TV - transmission

1930s/40s

First TV networks

1936 200 TV sets

First Color broadcast

1945 >10,000 sets

1948 ~35,000 sets

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History of broadcast TV - color

1950s/60s

Color TV released

Global TV events

6M sets in 50s

60M sets in 60s

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History of broadcast TV - proliferation

1990s

Analogue to Digital

Flat screen TVs

98% of US homes

have at least one TV

1997 219M TVs in US

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History of broadcast – IP revolution

Analogue switch off

IP delivery revolution

iPhones and smartphones

iPads and tables

Connected TV, Apple TV,

Roku, Xbox, PlayStation

Virtual Reality

UHD and Super Hi-Vision

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History of broadcast – control

Consumers control the content

VHS, CD/DVD-r, DVR

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Connecting viewers with content at massive scale

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Enriching the TV Experience

• Make the OTT experience

something audience will love

• Pause, rewind, start-over TV

• Catch-up TV (fast turnaround)

• nPVR

• Meet reliability expectations

• Provide ads users want

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Live Channel Playout in the Cloud

• Broadcast is still the dominant

way to watch TV

• Primary screen is increasingly

the preferred way to watch OTT

• Mobile and tablet use increasing

• Cloud playout offers broadcast

• Resiliency

• Flexibility

• Scale

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Traditional Playout Configuration

Control

Automation Control System Broadcast Video SDI

Encoder

Storage

SDI

Playout Server

SDI

Live Production

Studio

Master Control

Switcher

BroadcastTV

• Slow to upgrade

• Expensive to scale

• Fixed storage

• Lots of SDI cabling

• Limited to hardware

capacity

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Updated Playout Configuration

Control

Automation Control System Broadcast Video SDI

Encoder

Storage

SDI

Live Production

Studio

Master Control

Switcher

BroadcastTVElemental

LIVE

Live Video Processing

• Faster to upgrade

• Cheaper to scale

• Fixed storage

• Reduced SDI cabling

• Limited to hardware

capacity

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Integrated Channel Playout in the cloud

ADS

Amazon S3

Elemental Cloud

ElementalDELTA

Video Delivery Platform

ElementalLIVE

Live Video Processing

Amazon CloudFront

AWS Direct Connect

Devices

OTT

Ad Asset

BroadcastTV

MVPD

AWS Direct Connect

Automation Control System

ElementalSERVER

Live Video Processing

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DEMO

Live channel playout

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• Keep up with the pace of OTT changes

• Deliver broadcast levels of resilience

• Scale your channels

Summary of benefits

ADS

Amazon S3

Elemental Cloud

ElementalDELTA

Video Delivery

PlatformElementalLIVE

Live Video Processing

Amazon CloudFront

AWS Direct Connect

Devices

OTT

Ad Asset

BroadcastTV

MVPD

AWS Direct Connect

Auto

ElementalSERVER

Live Video Processing

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Server-Side Ad

Insertion

Future of monetizing OTT

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Evolution of OTT Advertising

Burnt-in static ads

No consideration for demographics

No link to ad campaigns

No interactivity

Client-side advertising insertion

Client inserts relevant advert at point of playback

More personalized

Accurate metrics

2007 2012

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Client side ad insertion

Video

Manifest / Content

Personalization

info and

campaign

management

Ad Asset

VAST

Request1

Ads Inventory

2 VAST Response

(Id of the ads)

3

SIS ADS Ad Assets

CDN

ElementalLIVE

ElementalDELTA

Amazon CloudFront

Video with

SCTE

35/104

REST Insert Signal

Commands for marking

ad avails

Source

Client onDevices

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Problems with Client-Side Ad Insertion

• Poor user experience due to high latency

• No elegant solution to handle ad insertion in live

• Inconsistency in the codecs, bit rates, and aspect ratios

• Build and maintain code for multiple platforms and players

• Lower ad fill rates on desktop & web

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Evolution of OTT Advertising, The Next Step

Burnt-in static ads

No consideration of demographics

No link to ad campaigns

No interactivity

Client-side advertising insertion

Client inserts relevant advert at point of playback

More personalized

Accurate metrics

Server-side Ad Insertion

Fully personalized ads

Supports all devices

Protect against blocking or skipping

Broadcast-grade quality of experience

Works for live, VOD and time shifting applications

2007 2012 2017

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ADS PROXY

Ooyala / AWS Elemental solution

Video with

SCTE 35/104

Video

Personalization

info and

campaign

management

REST Insert

Signal Commands

for marking ad

avails

Ingest new ads

every 10 mins

interval

2

Ad

Inventory

3VAST Response

(Id of the ads)

1

4

Programmatic workflow

JIT personalization of

the ad insertionAD SERVER AD CMS

Mezzanine VOD files in

Clients

ElementalLIVE

ElementalDELTA

Source

SIS

CDN

Manifest request

and received

personalized

manifestRead Ad

Markers /

source

Live content

from Delta

origin

5

Personalized Ad

chunks delivered

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SSAI benefits

• Improved viewer experience

• Streamline delivery to many devices

• Target more devices with higher ad fill rates

• Richer experience for devices with client-side libraries

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DEMO

Targeted ad insertion

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A Personalized future

• Linear broadcast stops being linear

• Personalized ads

• Personalized schedule

• Future devices and technology

Remember to complete

your evaluations!

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Thank you!

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