Very nice advertisement by McDonald's, we don't see this sort of thing on a day to day basis but it's not super-rare either. The reasons are easy, there's cost, maintenance (replacing a sheet of paper is easy, mechanical/electronic stuff not so much) , risk of vandalism (and the interest level must rise with these ones) but, when there's budget and a will to risk it, it beats the crap out of conventional posters :)
Video below :
via n.design Studio