Welcome!

Microservices Expo Authors: Elizabeth White, Carmen Gonzalez, Pat Romanski, Yeshim Deniz, Liz McMillan

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.


@MicroservicesExpo Stories
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
Gartner is now treating algorithms like they are some kind of innovative addition to the modern digital discussion. Presumably the brilliant minds there have some novel insight into algorithms and, yes, the Algorithm Economy that CIOs should sit up and take notice of. Not only are algorithms nothing new, but much of what Gartner is saying about them is obvious. The bigger picture here is that software continues to improve, and enterprises are becoming increasingly software-driven, in part bec...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound...
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
SYS-CON Events announced today that Catchpoint Systems, Inc., a provider of innovative web and infrastructure monitoring solutions, has been named “Silver Sponsor” of SYS-CON's DevOps Summit at 18th Cloud Expo New York, which will take place June 7-9, 2016, at the Javits Center in New York City, NY. Catchpoint is a leading Digital Performance Analytics company that provides unparalleled insight into customer-critical services to help consistently deliver an amazing customer experience. Designed...
@DevOpsSummit taking place June 7-9, 2016 at Javits Center, New York City, and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2016' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on June 7-9, 2016, at the Javits Center in New York City, New York. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the g...
Korean Broadcasting System (KBS) will feature the upcoming 18th Cloud Expo | @ThingsExpo in a New York news documentary about the "New IT for the Future." The documentary will cover how big companies are transmitting or adopting the new IT for the future and will be filmed on the expo floor between June 7-June 9, 2016, at the Javits Center in New York City, New York. KBS has long been a leader in the development of the broadcasting culture of Korea. As the key public service broadcaster of Korea...
SYS-CON Events announced today that Addteq will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Addteq is one of the top 10 Platinum Atlassian Experts who specialize in DevOps, custom and continuous integration, automation, plugin development, and consulting for midsize and global firms. Addteq firmly believes that automation is essential for successful software releases. Addteq centers its products a...
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
SYS-CON Events announced today that FalconStor Software® Inc., a 15-year innovator of software-defined storage solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. FalconStor Software®, Inc. (NASDAQ: FALC) is a leading software-defined storage company offering a converged, hardware-agnostic, software-defined storage and data services platform. Its flagship solution FreeStor®, utilizes a horizonta...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
SYS-CON Events announced today that Column Technologies will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a global technology solutions provider with over 400 employees, headquartered in the United States with offices in Canada, India, and the United Kingdom. Column Technologies provides “Best of Breed” technology solutions that automate the key DevOps principal...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
SYS-CON Events announced today that Anexia will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Anexia offers high-quality customized managed hosting solutions for SaaS and IaaS companies. The company was founded in 2006 in Klagenfurt, Austria. Today, it has additional offices in Vienna, Graz, Munich, Cologne and New York City to serve numerous international customers.
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...