OMREX: Website load issues for popular brands after super bowl commercials
Performance values may come as warning for system administrators
Tampa, Florida, February 6, 2014 – Monitis, the monitoring specialist, announced today the results of its Super Bowl XLVIII OMREX (Online Monitis Retailer Excellence Review). The OMREX, created by Monitis using its cloud-based monitoring technology, serves as a tool for measuring website activity for retailers. As the Super Bowl is traditionally a highly anticipated event for football fans and marketers alike, Monitis used its technology to observe the web performance of five popular consumer brand websites in which the company had a commercial during the event:
- Budweiser(Puppy Love)
- Coca Cola(It’s so Beautiful)
- Dannon Oikos Greek Yogurt(The Spill)
- Radio Shack(The 80ies Called)
The selection of the commercials was based on consumer feedback, and the evaluation by widely read publications such as Entertainment Weekly and AdWeek. While this may come as a warning for system administrators, the OMREX found two of the websites had obvious uptime performance issues: Coca-Cola and Dannon Okios. Additionally, all five of them show signs of weakness in terms of their full page load values.
The OMREX findings read as follows:
|Feb 4, 2014||Uptime in %||Down in m||AVG in s||Full Page Load in s||FPL-Uptime in %|
|Feb 5, 2014||Uptime in %||Down in m||AVG in s||Full Page Load in s||FPL-Uptime in %|
|FEB 3, 11:00 AM/CET||FEB 5, 11:00AM/CET|
This is significant because as creative directors for such brands come up with funny, entertaining, or even moving commercials, these advertisements tend to attempt cross media activities on the web. This means that the corresponding websites need to live up to the traffic spikes that are most likely to follow.
While the uptime values may not concern system administrators, the average response times will most likely cause problems for the technical staff involved. A rule of thumb is that the AVG-value should be below 500 ms. This means that both Coca-Cola and Dannon Oikos did not make that critical threshold on day one of the review. The Coca-Cola website even had issues in this regard throughout the entire testing period. This may be attributed to the company’s “It so beautiful” campaign that sparked controversy across a variety of social channels. What is even more striking, however, is the fact that none of the monitored websites made the desirable full page load time of four seconds at all.
Regardless of the full page load issues, the good news is that none of the checked websites crashed. Some system administrators may have room for optimization with regards to the content they use on their web pages, however, if they want to guarantee the best possible user experience. Some content will naturally need some more time to download than others, but that gap may be bridged by providing some animation in the foreground while the rest of the content downloads in the background. That way the user experience is not being hampered.
How the Super Bowl XLVIII OMREX review was administered
Monitis began monitoring the websites of the selected brands after the Super Bowl because of the assumption that most viewers were busy watching the game during the event. Thus, the effect the commercials on each website could not be seen until after the game. The results were collected by a New York based server.
About Uptime and Full Page Monitoring
Uptime monitoring checks the availability and response time of websites, applications, cloud and hosted services. In case of outages or poor performance, system administrators can be alerted immediately to take appropriate steps.
Full page load monitoring tracks the loading times of a website from beginning to end. It also shows how long a user has to wait before the entire website is being downloaded to their computer. The uptime values in a full page load monitoring reflect the errors that do occur while the page is being fully downloaded.
OMREX stands for Online Monitis Retailer Excellence. OMREX is a review that was originally designed to check the user experience that the websites of some of the world’s leading retailers provide during web traffic spikes. However, Monitis concluded that the review may also be applied for other events that will generate high volumes of web traffic.
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