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AWS re:Invent 2016: Deliver and Monetize Your Content with Video Center Operations on AWS (CTD202)

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AWS re:Invent 2016: Deliver and Monetize Your Content with Video Center Operations on AWS (CTD202)

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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.

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.

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AWS re:Invent 2016: Deliver and Monetize Your Content with Video Center Operations on AWS (CTD202)

  1. 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. 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. 3 History of broadcast TV - it begins 1900 First mention of “TV” at 1900 Paris World Fair
  4. 4. 4 History of broadcast TV - development Early 1920s TV invented Long distance broadcast Only a handful of TVs
  5. 5. 5 History of broadcast TV – all electric 1929 First all electronic TV 3.5 inch screen The idea of monetization
  6. 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. 7 History of broadcast TV - color 1950s/60s Color TV released Global TV events 6M sets in 50s 60M sets in 60s
  8. 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. 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. 10 History of broadcast – control Consumers control the content VHS, CD/DVD-r, DVR
  11. 11. 11 Connecting viewers with content at massive scale
  12. 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. 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. 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. 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. 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. 17 DEMO Live channel playout
  18. 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. 19 Server-Side Ad Insertion Future of monetizing OTT
  20. 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. 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. 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. 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. 24
  25. 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. 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. 27 DEMO Targeted ad insertion
  28. 28. 28 A Personalized future • Linear broadcast stops being linear • Personalized ads • Personalized schedule • Future devices and technology
  29. 29. Remember to complete your evaluations! 29
  30. 30. Thank you! 30

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