With AWS, the leading media group aims to transform its business and accelerate the delivery of new products with AWS machine learning services. working closely with AWS to adopt cloud services within all parts of its broadcast and digital media businesses, production companies, and e-commerce platforms.

ProSiebenSat.1 says that it is now improving the time to market of new applications, and introducing advanced analytics and machine learning (ML) technologies
across its organisation, which is transforming the viewing experience for 45 million households across Germany, Austria, and Switzerland.

ProSiebenSat.1 has had a long history of working with AWS and most of its brands have deployed applications on AWS, including its Joyn streaming platform, offering viewers over 20,000 episodes and 55 live channels in the cloud. ProSiebenSat.1 also runs the commerce businesses of its NuCom Group, a growing e-commerce player with ten portfolio companies, on AWS as well as the production business of Red Arrow Studios.

The company made a corporate-wide decision to integrate AWS ML services into every aspect of its business to automate processes and develop new, personalised products. ProSiebenSat.1 believes that adopting AWS ML services will enable the company to tailor more intelligently advertising to viewers and enhance personalisation and recommendations across all of its media brands. One of its most strategic projects uses Amazon SageMaker, a fully managed service to build, train, and deploy ML models, and AWS data analytics tools to predict the future value of an upcoming advertising slot.

The solution also uses a deep neural network —trained and deployed using Amazon SageMaker – to predict ad conversion rates based on inputs such as the slot time, genre of the TV show, and ad content. As a result says AWS, ProSiebenSat.1 able to predict, weeks in advance, how many impressions an advertisement will generate. This allows advertisers to predict who will watch their ads, helping them to make informed purchasing decisions, while simultaneously enhancing the viewer experience with ads that are more closely aligned with consumer preferences.

“ProSiebenSat.1 is a leading European entertainment conglomerate with a strong commerce business and we continue to drive the ongoing transformation of the group into a technology-and data-led company with an emphasis on growing our digital and diversified future,” said Nick Thexton, chief technology officer of ProSiebenSat.1. “By moving more of our business to AWS and incorporating AWS’s ML services, we are able to enhance our agile software development practices and derive even more value from our large consumer data platforms.”