As a rule I generally have a low opinion of buzz words and corporate market speak. It’s a vocabulary too often used by the uninformed trying to pose as the overly informed and in the end those fancy words we come up with to describe new trends grow stale and wind up ridiculed by just about everyone in the know. Well at the risk of ridicule I’m going to break my own rule and become a contributor, nay a revivalist to the buzz word lexicon with “Advertainment.” Sure it’s not my own invention and you’ll find it floating around on the blogosphere here and there, maybe in a few industry articles etc. but it hasn’t really found a catch yet. I’m using it now because there really is no better word to describe the growing trend I’ve been seeing from big brands experimenting with long-form-video-entertainment-advertising (see why we need a buzz word?).