Advertising on Ice Hockey Boards

Recently while watching a hockey game on TV, I noticed a digital advertisement on the glass boards around the outside of the ice. After thinking for a minute, I realized how great of an idea this was. The rink pays little to nothing to actually digitize the company's logo and show it on the boards, while reaping full benefits of a normal advertisement. The advertising is extremely flexible because nothing is actually physically on the boards and advertiser's logos can be changed at a few key-strokes of a computer. I think that this will inspire alot more of this type of advertising because it essentially creates advertising space where there is none, and any television network can't turn that down. Do you think we will be seeing much more of this type of digital advertising? Do you think it is as effective as conventional advertising?