Decided to reread the Schiit Happened ebook again for the probably fifth time and on the off chance decided to google Jason's name. Found a couple of photos on Flickr of Jason at a Virtual Worlds Forum circa Europe in 07. So I present to you a slightly younger Jason Stoddard.
Oh god,
that conference...
I was invited to speak at Virtual Worlds Forum Europe '07, largely due to some cool stuff we were doing at Centric at the time—our company hadn't yet showed up in MIT Tech Review (https://www.technologyreview.com/s/409682/historical-maps-in-second-life/) but we were doing some really cutting-edge stuff for HP, and proposing a bunch of marketing ideas that really used the medium of virtual worlds, rather than just "being there." Of course, this is all long-past, as the advertising potential of virtual worlds was finally determined to be (ahem) a little lacking (but not before we did the largest event ever in Second Life, the 12Avatars calendar competition.)
In any case, I flew into London on a redeye coach flight, got on the tube, and (thanks to tube construction delays), ended up having to walk straight into the forum, drop my bags at the bar, go straight to the stage and and give my main presentation, on the ROI of virtual worlds. So, on 2 hours of sleep, jet lagged to hell and back, eyes pointing in two different directions, my laptop charger lost and with 1/3 battery left (in days when that meant less than an hour of run time), I stood up for 45 minutes and talked (alone) about how corporations might begin to realize an ROI in virtual worlds. IIRC, it was mainly about content creation and training. But things were pretty hazy. In any case, as the battery indicator went red, I finished my talk. I think it was fairly well-received.
Later, I was on a panel (I think that's where this photo showed up), where I got to contradict an English Ph.D (and originator of some of the basics of virtual worlds) about advertising in virtual spaces and how it worked (he was operating on the old principle of "well, companies put up billboards in real life, and it's the same in virtual worlds." I argued that it was NOT the same at all, since, in virtual spaces, you could (a) see who put up the advertising, (b) read all about them, and (c) message them or visit them to bitch at them if you didn't like it. It was more like advertising 30 years in the future, when everything has embedded RFID tags and you know who made it and everything about them, which is a profoundly different space than real-life advertising today. That's why we proposed "open space conservation" advertising in virtual worlds, where a corporation would buy open space, make it look pretty or useful, and LEAVE IT ALONE, because the owner of the land was visible for anyone who clicked on it, and the message of "we're conserving this place and making it pretty or useful, and keeping ads out," would resonate.
In any case, it was a cool time. It felt like we were pushing the limits of what you could do in marketing. But those times are past. Let's see what VR brings.