Being committed to write all my SCABs, rather than tell you what I ate this afternoon or what I’m thinking when I’m on the throne I opted to give you a brief overview of future technology in advertising and its impact on brand-consumer. Indeed shits are changing quicker than we realize and waking up with an alarm clock connected to our sleep cycle that causes progressive lighting of the room while twisting automatically the outer shutters. Plus having our bath beginning to flow accompanied by the first daily news and aromas of coffee emanating from the kitchen will soon be the kind of scenarios that will be part of our daily lives. Although it looks like a sci-fi movie scene straight out of Steven Spielberg’s “Minority Report” or Luc Besson’s “Fifth Element” it is just a taste of tomorrow technology generated by the evolution of the third industrial revolution. Revolution which is not ready to be done and which is going to impact our lives more in the 50 coming years than the last 2000 years, as Russel Buckley said. And yes I said the third revolution because contrary to what the American ideologue Jeremy Rifkin says this is not the 4th one.

Namely, an industrial revolution is called as such when it combines three different elements. First, it requires a new source of energy that can profoundly alter the way we operate. Secondly, the emergence of new ways of communication. Exchange of ideas such as the internet and the telephone and exchange of goods and people such as the train or the car. Thirdly in order to speak of an industrial revolution, these first two elements must generate a new organization of the economy.

Starting from this point we can, therefore, consider the first industrial revolution as that of the steam engine, Watt, in 1769. Indeed, coupled with the invention of Gutenberg, the printing machine, it will not only allow the propagation of knowledge with the press and textbooks but also the transport of people and goods. Blossoming of the first industrial factories.

Then, a century later, we approach the second industrial revolution introduced by the invention of electricity in 1879 with Thomas Edison’s filament bulb and the Etienne Lenoir’s combustion engine. Two new sources of energy which concede the appearance of two new ways of communication. The communication of ideas with the telegram followed by telephone, radio, and television. And the physical communication of individuals and merchant goods through the car and the propeller plane. New ways of communication leading to a reorganization of the economy with the appearance of the first multinational factories.

Finally, still 100 years later, we reach the third industrial revolution. This one will be fueled by the virtual intelligence. Made possible by the birth of the Internet it participated to the disappearance of silos and borders so that everything in it is coded in a common language offering the possibility to communicate with anyone on the opposite side of the globe. We have the first omnidirectional communication. This will lead to the metaphor of the world wide web, the spider’s web. Of course, the principal soldier of this revolution is technology but we all know that it would be nothing without its faithful sidekick; the big data. Despite the fact that this latter has not always have been well perceived by society because of unregulated and disabused practices it is now part of our lives for a while. So much that you will see in the next episode how smart technology has been adopted by every sector of this industry.

Ps: I know this 1st part was not the most exciting read you had but I fund important to contextualize the situation by an introduction.

Pss: bullshit I mostly wanted to spare my next scabsss