You can call it Advertainment, Branded Entertainment or Branded Content, however you call it, it is not a current invention. It was born from the need that the media and agencies had since 1920 to communicate with audiences. As there were no spots, everything was live content. The third revolution is underway and it is trying to shift the advertising budget from being an expense for companies to become an investment transforming it into properties, licenses and proprietary rights with which they can earn money. Yes, while communicating the values of their brands. A whole paradigm shift.