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This is much for a cab because it's gonna save us seven minutes and on and on and on and on,
人们会花很多钱打车，因为它让人们省了七分钟，等等诸如此类吧，
and so we're living through a really interesting time
我们处在一个非常有趣的时间点，
and you know what really pisses people off when it comes to time?
那么关于时间问题，你知道人们最受不了的是什么？
When people advertise in their face when they were trying to do something else.
就是当你在忙别的工作时，有人在你面前做广告，
For example a lot of ad people in here, I've been thinking a lot about this lately.
在场有许多广告业人士，我最近一直在想这个问题。
A year ago when the Jets were gonna trade Darrelle Revis, I was on ESPN.com every minute
一年前纽约喷气机想引进莱维斯，我当时是紧盯“ESPN”的报道，
trying to see what was gonna happen. I was trying to break the news to my brother-in-law before he did it to me,
想知道最新进展如何，我想在我妹夫告诉我之前先告诉他。
and I checked on ESPN.com 4000 times maybe, actually let's give you a real number,
“ESPN”我查了差不多有四千次，让我告诉你准确数字，
I probably looked at it probably fourteen hundred times over a one week span.
我差不多一个礼拜查阅了1400次，
Every single time I did that, a Samsung banner ad popped up right?
但我每次点击网站的时候，都会出现三星广告，没错吧？
Samsung had bought clearly a lot of inventory promoting whatever they were promoting,
三星买了许多广告位置，把能打广告的东西都打了广告，
now back home at Samsung at the advertising agency, they were thrilled with the 1400 impressions right?
那么再回到三星的广告公司，他们对1400个广告展示量很惊讶对吗？
Lots of impressions, they were even more happy with my click-through ratio,
这个数字真的是很多，他们对广告点阅率也很满意，
because as many of you know, those banner ads on the phone, those little X's, small,
你们知道尤其是手机，手机上的网页广告都很小，很小，
thumbs, big, so of those 1,400 impressions I think I click the ad 24 times,
但人们的手指头却很大，所以在1400个广告展示量中，我点阅了24次，
and those 24 times, Samsung's thing popped up and I need to give 300th of a second
所以就是这24次，三星广告映入眼帘，而我需要用三百个一秒钟，
or two, three, four, five seconds to excel and get back to where I wanted,
或者说是两，三，四或是五秒钟的时间回到我想看的内容上，
so back home at the Advertising Age media buying agency, at Samsung marketing land,
所以在三星广告公司，三星市场部，
everybody's high-fiving, 1400 impressions way higher, click-through rate than normal,
所有人热情欢呼，1400个广告展示量太棒了，点阅率也是超出平常，
this is phenomenal meanwhile, meanwhile in reality, here's what's happening.
这太棒了，但现实却是另一番景象。
Gary Vaynerchuk calls his wife and says Lizzie this family is never buying another Samsung product again!
加里打通了老婆电话，丽兹我们家再也不会买三星产品了！
And then I tweet to my million followers, which 3,000 see cause it's plenty of noise,
之后我给我的数百万粉丝发推特，但只有三千人能看到这则推特，因为怕骚扰我屏蔽了一些人，
and I tell them how much I hate Samsung.
我和他们说我是多么讨厌三星产品。
And then I for an entire year and a half now, have been going on tour,
然后用了一年半的时间，在各地进行演讲，
telling everybody I can how much I hate it.
告诉所有人我是多么讨厌它。
And right now I'm trying to influence your decision-making around Samsung.
而现在我又在影响你们。
So the data shows real good stuff, but in reality it didn't work.
广告数据不错，但结果却适得其反。
We live in a world where for the last 70 years in marketing and advertising,
过去七十年来，不管是市场运作还是广告发展，
we've tried to play, and we've played a game of width, we play a game of width.
我们都在宽度上做文章，都是宽度。
We are living in a world now where technology allows us, if we choose to, to play in a game of depth,
但是现在不一样了，我们的技术允许我们在深度上做文章，
and if you choose to and you know what you're doing, at scale.
如果你真的选择了深度，也知道你的发展方向，你就可以在水平上有一个提高。
And so what I'm really curious about is how do people not see what is going on.
但我现在好奇的是，为什么到现在人们还是搞不明白。
