The flexibility of AWS provides many advantages in the processing and delivery of bursty video applications such as video on demand and live events. However, full channel playout and advanced monetization have been the domains of traditional on-premises workflows. Learn how Elemental and AWS are architecting media-centric playout, monetization, and delivery services on top of AWS with live and file playlist integration, static and motion graphic overlays, ad content transcoding, and personalized, server-side ad insertion to bring additional video center operations to the cloud.

1. © 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

2. What to Expect from the Session
2
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

3. 3
History of broadcast TV - it begins
1900
First mention of “TV”
at 1900 Paris World
Fair

4. 4
History of broadcast TV - development
Early 1920s
TV invented
Long distance
broadcast
Only a handful of TVs

5. 5
History of broadcast TV – all electric
1929
First all electronic TV
3.5 inch screen
The idea of
monetization

6. 6
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

7. 7
History of broadcast TV - color
1950s/60s
Color TV released
Global TV events
6M sets in 50s
60M sets in 60s

8. 8
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

9. 9
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

10. 10
History of broadcast – control
Consumers control the content
VHS, CD/DVD-r, DVR

11. 11
Connecting viewers with content at massive scale

12. 12
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

13. 13
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

14. 14
Traditional Playout Configuration
Control
Automation
Control
System Broadcast VideoSDI
Encoder
Storage
SDI
Playout
Server
SDI
Live
Production
Studio
Master
Control
Switcher
Broadcast
TV
• Slow to upgrade
• Expensive to scale
• Fixed storage
• Lots of SDI cabling
• Limited to hardware
capacity

15. 15
Updated Playout Configuration
Control
Automation
Control
System Broadcast VideoSDI
Encoder
Storage
SDI
Live
Production
Studio
Master
Control
Switcher
Broadcast
TV
Elemental
LIVE
Live Video Processing
• Faster to upgrade
• Cheaper to scale
• Fixed storage
• Reduced SDI cabling
• Limited to hardware
capacity

16. 16
Integrated Channel Playout in the cloud
ADS
Amazon S3
Elemental Cloud
Elemental
DELTA
Video Delivery Platform
Elemental
LIVE
Live Video Processing
Amazon
CloudFront
AWS Direct
Connect
Devices
OTT
Ad Asset
Broadcast
TV
MVPD
AWS Direct
Connect
Automation
Control
System
Elemental
SERVER
Live Video Processing

17. 17
DEMO
Live channel playout

18. 18
• Keep up with the pace of OTT changes
• Deliver broadcast levels of resilience
• Scale your channels
Summary of benefits
ADS
Amazon S3
ElementalCloud
Elemental
DELTA
Video Delivery
PlatformElemental
LIVE
Live Video Processing
Amazon
CloudFront
AWS Direct
Connect
Devices
OTT
Ad
Asset
Broad
cast
TV
MVPD
AWS Direct
Connect
Auto
Elemental
SERVER
Live Video Processing

19. 19
Server-Side Ad
Insertion
Future of monetizing OTT

20. 20
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

21. 21
Client side ad insertion
Video
Manifest / Content
Personalization
info and
campaign
management
Ad Asset
VAST
Request
1
Ads Inventory
2 VAST Response
(Id of the ads)
3
SIS ADS Ad
Assets
CDN
Elemental
LIVE
Elemental
DELTA
Amazon
CloudFront
Video with
SCTE
35/104
REST Insert Signal
Commands for marking
ad avails
Source
Client on
Devices

22. 22
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

23. 23
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

24. 24

25. 25
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
3
VAST Response
(Id of the ads)
1
4
Programmatic workflow
JIT personalization of
the ad insertionAD SERVER AD CMS
Mezzanine VOD files in
Clients
Elemental
LIVE
Elemental
DELTA
Source
SIS
CDN
Manifest request
and received
personalized
manifest
Read Ad
Markers /
source
Live content
from Delta
origin
5
Personalized Ad
chunks delivered

26. 26
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

27. 27
DEMO
Targeted ad insertion

28. 28
A Personalized future
• Linear broadcast stops being linear
• Personalized ads
• Personalized schedule
• Future devices and technology

29. Remember to complete
your evaluations!
29

30. Thank you!
30