Welcome!

Machine Learning Authors: Elizabeth White, Yeshim Deniz, Jason Bloomberg, Jyoti Bansal, Kevin Benedict

Related Topics: Java IoT, Microservices Expo, Machine Learning , Agile Computing, Release Management , @CloudExpo

Java IoT: Article

Super Bowl Sunday 2013 – Winners, Losers, and Casualties

Since the late 1990s, Super Bowl advertisers have tried to successfully link their TV ads to their online properties

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

  1. Go Daddy
  2. Paramount
  3. Lincoln Motor Cars

Bottom 3 Performers

  1. Doritos
  2. Coca-Cola
  3. 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%.

Now What?
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.

More Stories By Stephen Pierzchala

With more than a decade in the web performance industry, Stephen Pierzchala has advised many organizations, from Fortune 500 to startups, in how to improve the performance of their web applications by helping them develop and evolve the unique speed, conversion, and customer experience metrics necessary to effectively measure, manage, and evolve online web and mobile applications that improve performance and increase revenue. Working on projects for top companies in the online retail, financial services, content delivery, ad-delivery, and enterprise software industries, he has developed new approaches to web performance data analysis. Stephen has led web performance methodology, CDN Assessment, SaaS load testing, technical troubleshooting, and performance assessments, demonstrating the value of the web performance. He noted for his technical analyses and knowledge of Web performance from the outside-in.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you ...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., will discuss how these tools can be leveraged to develop a lasting competitive advanta...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
VeriStor Systems has announced that CRN has named VeriStor to its 2017 Managed Service Provider (MSP) 500 list in the Elite 150 category. This annual list recognizes North American solution providers with cutting-edge approaches to delivering managed services. Their offerings help companies navigate the complex and ever-changing landscape of IT, improve operational efficiencies, and maximize their return on IT investments. In today’s fast-paced business environments, MSPs play an important role...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.