"The difference rate in recall levels between the billboards that show animation and the billboards that are static aren't that great," Bendov said. "We thought 3D elements would be more memorable, and we would see a greater difference between (them). What people did remember were trucks that had things on their side, just like in real life."

The article mentions that in-game ad rates have yet to be standardized, but presumably it is a fairly lucrative enterprise. But hey, maybe the revenue generated by in-game ads will lower the retail price for gamers... Right?