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Marketing 2019 Key stats at the half

By: the Marketing Dive team

Industry trends

The world's most valuable brand is worth $315.5 billion. Source: Kantar
43 months
Average CMO tenure dropped by 1 month this year. Source: Spencer Stuart
↑ 4.7%
Global online ad spend is set to grow 4.7% this year, up from the 4% forecast in December 2018. Source: Zenith
43%
Nearly half of advertisers planned to increase spending on influencer marketing by April. Source: ANA

Campaigns that made a splash so far this year

1:22:27

Reese goes all-in on ASMR with feature-length film

The full Reese's video times in at nearly 1 hour and 30 minutes.

While 2.2 million people viewed the trailer, just 490,000 saw the full film. Source: YouTube

Reese The Movie: A Movie About Reese (An ASMR Experience) Credit: Reese Canada on YouTube

1.5M

Gillette tackles toxic masculinity in short film that nods to #MeToo

Of the more than 1.5 million social media mentions, 1.1 million were within the campaign's first 24 hours. Source: Talkwalker
No. 5 in likeability ranking of Q1 ads. Source: Ace Metrix
Sentiment: 32% 😀, 36% 😠, 32% 😒 Source: Talkwalker
46,500

Bud Light's "Game of Thrones" Super Bowl spot snagged more than 46,500 social mentions

Sentiment: 22% 😀, 4% 😠 Source: Talkwalker
The beer brand spent an estimated $33.2 million on new creative for the Super Bowl. Source: Kantar
2,750

Oreo used 2,750 cookies to reenact the "Game of Thrones" title sequence

Twelve percent of "Game of Thrones" fans have a favorable view of Oreo compared to just 3% for the average consumer. Source: YouGov
Oreo x Game of Thrones Title Sequence Credit: OREO Cookie on YouTube

15,000

Taco Bell's hotel debut scored around 15,000 social mentions

Sentiment: 24% 😀, 8% 😠, 68% 😒 Source: Talkwalker
One night at "The Bell" costs $169. Source: Adweek
Reservations sold out in two minutes. Source: CNBC
3,000

KFC's sexy Mother's Day video spurred 3,000 brand mentions

Sentiment: 27% 😀, 9% 😠, 64% 😒 Source: Talkwalker
5,500

Kylie Jenner's OOH campaign pushes ads to more than 5,500 signs

It's reportedly the largest-ever programmatic OOH campaign, with thousands of digital screens at shopping malls and along highways. Source: Adomni

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