Problems with streetpole ads

reading about Citigate's campaign for Heinz, my first thought was, "But you can't read the #$%^&* streetpoles!" Seeing that JPeg in the article allowed me to get a decent look at one of the ads for the first time. I certainly couldn't read them while driving past. In fact, they're up on a stretch of the William Nicol where the traffic is never travelling at less than 80km/h, even in rush hour. How the hell is anyone supposed to read them then?