As everyone knows, gamers are not spending as much time as marketers would like looking at adverts.
Sony seem to have picked up on this theme. In order to make themselves pick up on the potential profits, they are now hiring people to make this happen.
Seems strange that it's taken almost a year to get this sorted out. Large numbers of people already use their systems on a daily basis. Sony control the interface and are also heavily involved in the coding of many of the titles that are released. This means that they can ensure that the adverts are as loud and intrusive as Sony want it to be.
Users will obviously be rather annoyed if the advertising is overly intrusive, this will interfere with their experience. However, they'll probably accept the advertising if it gives them something tangible.
It will be interesting to see how they manage it. At the moment games advertising seems to focus on getting very unobtrusive ads across the game. I suspect Sony will be able to find ways to get bigger and better ads sneaking into the system. Loading screens could definitely use some expansion, and there are usually a good couple of screens within a game that spend a disproportionate amount of time in front of gamers' faces.
Some of the solutions even offer branded characters within the game, though I think this would be a difficult thing to dynamically insert into the code. I'll look forward to hearing from Sony.