|By Stephen Pierzchala||
|February 10, 2013 04:00 PM EST||
No matter which team you were cheering for (or if you even watched the game at all), Super Bowl Sunday 2013 was more than a football game. Since the late 1990s, Super Bowl advertisers have tried to successfully link their TV ads to their online properties, sometimes with mixed results. Even 15 years later, companies can't always predict how well their sites will perform on the big day. But unlike the early days of TV/online campaigns, the problems are more complex than a site going down under heavy traffic.
This year, some of the world's premier brands spent millions of dollars on 30 second and one-minute ad blocks (as well as millions for the creation of the ads) during the Super Bowl, all of which were tied directly to online or social media campaigns. However, not all the sites successfully resisted the onslaught of traffic.
The measurement results from the Compuware network in the periods leading up to, and during, the Super Bowl showed some clear winners and losers in page load time. Events like the Super Bowl require high-frequency measurements, so we set our locations to collect data every five minutes to catch every variation in performance, no matter how fleeting.
For the period from 5 p.m. EST until 11 p.m. EST on Sunday, February 3, the top and bottom three sites were:
Top Three Performers
- Go Daddy
- Lincoln Motor Cars
Bottom 3 Performers
- Universal Pictures
Top and Bottom Web Performers - Super Bowl 2013
All of these sites chose different approaches to delivering their message online. What we found through our analysis is that the issues that they encountered almost perfectly aligned with those that Compuware finds during every major online event.
You're Not Alone
The Super Bowl is often referred to as the perfect storm for web performance - a six-hour window, with the spotlight on your company for 30-60 seconds (or more if you bought many slots). However, the halo effect sees traffic to your site increase astronomically for the entire six hours while people prepare for your big unveiling.
But your company isn't the only one doing the same thing. And many (if not all) of the infrastructure components, datacenters, CDNs, ad providers, web analytics, and video streaming platforms you use are being used by other companies advertising during the Super Bowl.
Even if you have tested your entire site to what you think is your peak traffic volume (and beyond), remember that these shared services are all running at their maximum volume during the Super Bowl. All of the testing you did on your site can be undone by a third party that can't handle a peak load coming from two, three, or more customers simultaneously.
Lesson: Verify that your third-party services can effectively handle the maximum load from all of their customers all at once without degrading the performance of any of them.
Lose a Few Pounds
The performance solution isn't just on the third parties. It also relies on companies taking steps to focus on the most important aspect of Super Bowl Sunday online campaigns - getting people to your site. Sometimes this means that you have to make some compromises, perhaps streamline the delivery a little more than you otherwise would.
While the total amount of content is a key indicator of potential trouble - yes, big pages do tend to load more slowly than small pages - Compuware data showed that two of the three slowest sites drew content from more than 20 hosts and had over 100 objects on the page (with the slowest having over 200!). This complexity increases the likelihood that something will go wrong, and that if that happens, it could lead to a serious degradation in performance.
Lesson: While having a cool, interactive site for customers to come to is a big win for a massive marketing event like the Super Bowl, keeping a laser focus on delivering a successful experience sometimes mean leaving stuff out.
Have a Plan B (and Plan C, and Plan D...)
I know Murphy well. I have seen his work on many a customer site, whether they hired him or not. And when the inevitable red square (or flashing light or screaming siren) appears to announce a web performance problem, his name will always appear.
If you plan for a problem, when it happens, it's not a problem. If your selected CDN becomes congested due to a massive traffic influx that was not expected, have the ability to dynamically balance load between CDN providers. If an ad service or messaging platform begins to choke your site, have the ability to easily disable the offending hosts. If your cloud provider begins to rain on your parade, transfer load to the secondary provider you set up "just in case." If your dynamic page creation begins to crash your application servers, switch to a static HTML version that can be more easily delivered by your infrastructure.
If you have fallen back to Plan J, have an amusing error message that allows your customers to participate in the failure of your success. Heck, create a Twitter hashtag that says "#[your company]GoesBoom" and realize that any publicity is better than not being talked about at all.
Lesson: Murphy always puts his eggs in one basket. Learn from his mistake and plan for problems. Then test your plans. Then plan again. And test again. Wash, rinse, repeat until you have caught 95% of the possible scenarios. Then, have a plan to handle the remaining 5%.
What have we learned from Super Bowl 2013? We have learned that during a period of peak traffic and high online interest, the performance issues that sites encounter are very consistent and predictable, with only the affected sites changing. But by taking some preventative steps, and having an emergency response plan, most of the performance issues can be predicted, planned for, and responded to when (not if) they appear.
When your company goes into the next big event, be it the Super Bowl or that one-day online sale, planning for the three items listed here will likely make you better prepared to bask in the success of the moment. We will be assisting you over the next few days by more deeply analyzing the performance of some of the top brand rivalries, in the Compuware version of the AdBowl.
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts, GM of Platform at FinancialForce.com, will discuss the value of business applications on wearable ...
Aug. 31, 2015 03:15 PM EDT
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
Aug. 31, 2015 02:30 PM EDT Reads: 141
With the proliferation of connected devices underpinning new Internet of Things systems, Brandon Schulz, Director of Luxoft IoT – Retail, will be looking at the transformation of the retail customer experience in brick and mortar stores in his session at @ThingsExpo. Questions he will address include: Will beacons drop to the wayside like QR codes, or be a proximity-based profit driver? How will the customer experience change in stores of all types when everything can be instrumented and analyzed? As an area of investment, how might a retail company move towards an innovation methodolo...
Aug. 31, 2015 02:30 PM EDT Reads: 454
The Internet of Things (IoT) is about the digitization of physical assets including sensors, devices, machines, gateways, and the network. It creates possibilities for significant value creation and new revenue generating business models via data democratization and ubiquitous analytics across IoT networks. The explosion of data in all forms in IoT requires a more robust and broader lens in order to enable smarter timely actions and better outcomes. Business operations become the key driver of IoT applications and projects. Business operations, IT, and data scientists need advanced analytics t...
Aug. 31, 2015 02:30 PM EDT Reads: 411
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as soon as they are needed to take action.
Aug. 31, 2015 12:00 PM EDT
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Aug. 31, 2015 11:30 AM EDT Reads: 891
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of technology leadership, Micron's memory solutions enable the world's most innovative computing, consumer,...
Aug. 31, 2015 11:15 AM EDT Reads: 226
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
Aug. 31, 2015 11:00 AM EDT Reads: 161
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
Aug. 31, 2015 10:30 AM EDT Reads: 644
The Internet of Things is in the early stages of mainstream deployment but it promises to unlock value and rapidly transform how organizations manage, operationalize, and monetize their assets. IoT is a complex structure of hardware, sensors, applications, analytics and devices that need to be able to communicate geographically and across all functions. Once the data is collected from numerous endpoints, the challenge then becomes converting it into actionable insight.
Aug. 31, 2015 10:15 AM EDT
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevOps to advance innovation and increase agility. Specializing in designing, imple...
Aug. 31, 2015 10:15 AM EDT Reads: 303
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so they don't have to be replaced and are instantly converted to become smart, connected devices.
Aug. 31, 2015 09:30 AM EDT Reads: 124
SYS-CON Events announced today that IceWarp will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IceWarp, the leader of cloud and on-premise messaging, delivers secured email, chat, documents, conferencing and collaboration to today's mobile workforce, all in one unified interface
Aug. 31, 2015 04:00 AM EDT Reads: 412
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Aug. 31, 2015 02:00 AM EDT Reads: 453
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Aug. 30, 2015 10:00 PM EDT Reads: 350
Consumer IoT applications provide data about the user that just doesn’t exist in traditional PC or mobile web applications. This rich data, or “context,” enables the highly personalized consumer experiences that characterize many consumer IoT apps. This same data is also providing brands with unprecedented insight into how their connected products are being used, while, at the same time, powering highly targeted engagement and marketing opportunities. In his session at @ThingsExpo, Nathan Treloar, President and COO of Bebaio, will explore examples of brands transforming their businesses by t...
Aug. 30, 2015 10:15 AM EDT Reads: 231
As more and more data is generated from a variety of connected devices, the need to get insights from this data and predict future behavior and trends is increasingly essential for businesses. Real-time stream processing is needed in a variety of different industries such as Manufacturing, Oil and Gas, Automobile, Finance, Online Retail, Smart Grids, and Healthcare. Azure Stream Analytics is a fully managed distributed stream computation service that provides low latency, scalable processing of streaming data in the cloud with an enterprise grade SLA. It features built-in integration with Azur...
Aug. 28, 2015 07:45 PM EDT Reads: 219
Akana has announced the availability of the new Akana Healthcare Solution. The API-driven solution helps healthcare organizations accelerate their transition to being secure, digitally interoperable businesses. It leverages the Health Level Seven International Fast Healthcare Interoperability Resources (HL7 FHIR) standard to enable broader business use of medical data. Akana developed the Healthcare Solution in response to healthcare businesses that want to increase electronic, multi-device access to health records while reducing operating costs and complying with government regulations.
Aug. 26, 2015 07:00 AM EDT Reads: 190
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
Aug. 2, 2015 11:15 AM EDT Reads: 555
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Aug. 1, 2015 10:00 AM EDT Reads: 484