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Based on that wired article and a couple of others I have read over the last few months, most people are realizing that ads in video games are not really a great way to get exposure. If the game is slow and dull enough that people have time to read the signs, they are likely NOT enjoying the game and won't be back.
Most of the racing style games run so fast that the players don't have time to read anything else. The only reasonable ad spaces are either those at the end of levels (like reward areas, upgrade areas, etc...) or if a special area of the board is named after a brand or space (final battle in the Coca-cola dome, example) that people might use when talking about the game. Otherwise, players are just too concentrated on their game to register the ads in their minds.
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