Welcome!

@CloudExpo Authors: Sematext Blog, Dana Gardner, Pat Romanski, David Paquette, Elizabeth White

Related Topics: Java IoT, Microservices Expo, IoT User Interface, 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
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
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.
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
As the world moves toward more DevOps and Microservices, application deployment to the cloud ought to become a lot simpler. The Microservices architecture, which is the basis of many new age distributed systems such as OpenStack, NetFlix and so on, is at the heart of Cloud Foundry - a complete developer-oriented Platform as a Service (PaaS) that is IaaS agnostic and supports vCloud, OpenStack and AWS. Serverless computing is revolutionizing computing. In his session at 19th Cloud Expo, Raghav...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, wil...
Ixia (Nasdaq: XXIA) has announced that NoviFlow Inc.has deployed IxNetwork® to validate the company’s designs and accelerate the delivery of its proven, reliable products. Based in Montréal, NoviFlow Inc. supports network carriers, hyperscale data center operators, and enterprises seeking greater network control and flexibility, network scalability, and the capacity to handle extremely large numbers of flows, while maintaining maximum network performance. To meet these requirements, NoviFlow in...
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...
SYS-CON Events announced today that StarNet Communications 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. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
SYS-CON Events announced today that eCube Systems, a leading provider of middleware modernization, integration, and management solutions, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. eCube Systems offers a family of middleware evolution products and services that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
Enterprises have forever faced challenges surrounding the sharing of their intellectual property. Emerging cloud adoption has made it more compelling for enterprises to digitize their content, making them available over a wide variety of devices across the Internet. In his session at 19th Cloud Expo, Santosh Ahuja, Director of Architecture at Impiger Technologies, will introduce various mechanisms provided by cloud service providers today to manage and share digital content in a secure manner....
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...