Another strong performer last night was Jack-in-the-Box. Its advertisement for a million-burger giveaway was risky, according to Jones, because it is the kind of offer that tends to generate traffic back to a site. From what Dynatrace saw, even though people swamped the site relatively quickly, it was still able to handle the load.
Jones also had a shoutout to the team at CBS Sports, which hosted the Super Bowl. For a couple of days leading up until gameday, Dynatrace saw some performance issues. The day of the Super Bowl, he said that its websites performed fine even though received elevated traffic levels.
“Their site was a flat line, which is what they wanted to see I’m sure,” said Jones.
Not everyone can be a winner
During the game, Jones said there were a few companies that had some “fumbles.” In almost every case, even if they fumbled for a few minutes, they were back up and running in a short order. These companies included Bai, Death Wish Coffee, Intuit, Marmot and Mini. When their advertisements aired, there was a tremendous spike in traffic, according to Jones. Though they stumbled for a few minutes, they were able to get back up and running smoothly.
Another fumble came not from an advertiser but from a halftime performer: Beyonce.com. Although Dynatrace did not monitor Beyoncé’s site, it heard from others that the website suffered problems after the halftime show was over. It didn’t really recover until around 3 a.m. EST.
Jones said that for someone like Beyoncé, having a website with performance issues during a time like the Super Bowl isn’t necessarily going to lose her money. However, he said that her website being down “absolutely” damaged her brand.
The Puppy Bowl also experienced an outage. Around 5:30 p.m., Jones said there was a small issue with its site, but it was resolved fairly quickly.
For advertisers who might have briefly dropped the ball or who are hoping to perform better next year, Jones had some tips from the top performers. He said that it’s important to keep in mind that just because these websites performed well doesn’t mean they “dumped tens of millions of dollars into service infrastructure.” He thinks that it was a deliberate, well-planned and well thought out execution on the advertisers’ parts, who made sure their sites were well-optimized and had reduced page weight, third parties, and application complexity.
Overall, Jones saw a sense of advertisement maturity, and from a delivery standpoint, most websites successfully avoided long-term outages.
A full play-by-play of the Super Bowl performance is available on Dynatrace’s blog.