|By David Jones||
|February 14, 2014 12:00 PM EST||
This year, the Seattle Seahawks dealt Denver one of the worst beatings in recent Super Bowl history; however, the only highlights of the broadcast were the commercials. They ranged from serious and thought-provoking to funny and quirky. Each ad was meant to do one thing: drive eyes to a brand. With most of the population watching with their phones and tablets, every advertiser's site had to be ready for those eyeballs.
Everyone wants to interview the winners and losers after the game. There is a dissection of every drive as analysts want to understand key aspects of success and failure:
- MVPs and who's to blame
- The Breakdown on both sides
- What to do for next season
I, of course, love football, but I also love watching Super Bowl ads and how they perform. I love looking at who was the fastest, who was the slowest, and understand why. The Internet is a level playing field on which everyone (with enough money) has the same options as everyone else; so when it comes to game time strategy, why do sites perform so differently?
MVPs and Who's to Blame
Tracking the ads for the Super Bowl can be tough as some advertisers don't indicate whether or not they are advertising during the Super Bowl; others promote their ads well in advance. To compensate, our team added tests during the game as the ads aired but the methodology we used was the same for all.
We tested the ad URLs using real browser agents from end-user locations across the US. The tests ran from the following locations every 10 minutes during the game:
- CA: Los Angeles - Verizon
- CA: San Jose - AT&T
- FL: Miami - Internap
- IL: Chicago - Level3
- MO: St. Louis - SAVVIS
- NY: New York - Sprint
- TX: Dallas - AT&T
- VA: Reston - Savvis
- WA: Seattle - Internap
We call this methodology a "9" Box as it divides the US into East, Mid-West and West; with three locations in each area running north to south. This gives us good coverage across the continental US; we recommend this approach for basic synthetic monitoring.
The Breakdown on Both Sides
For additional details on our impression of the Super Bowl advertisers and of the holiday season retailers, and practical advice we can all benefit from - click here for the full article.