BILLBOARD DISPLAY AND METHOD FOR SELECTIVELY DISPLAYING ADVERTISEMENTS BY SENSING DEMOGRAPHIC INFORMATION OF OCCUPANTS OF VEHICLES

Abstract

A billboard display system selectively displays advertising to occupants in one or more vehicles approaching a billboard display located near a roadway. The billboard display system receives each of: a number of occupants, demographic information for occupants, and vehicle position information from interior occupant sensing systems of one or more vehicles approaching the billboard display. A display controller of the billboard display system processes the demographic information and number of occupants to determine advertising relevant to occupants, and selectively displays relevant advertising with the billboard display to occupants of approaching vehicles.

Description

BACKGROUND

Embodiments of the invention relate to a billboard display system that receives data from interior occupant sensing systems of vehicles and analyzes the data to provide advertising on a billboard display that is directed toward the occupants of the vehicles.

The concept of electronic billboard displays is old and known. The electronic billboard displays provide various advertisements that change periodically. The advertisements, however, are simply selected based on payments by advertisers and displayed without any knowledge of, or relationship to, the persons in vehicles that are positioned to view the billboard displays.

SUMMARY

Increasingly, products, including vehicles, are being customized for specific customer demographics. Many applications can benefit from improved knowledge of the demographic profile of each occupant in a vehicle. For example, with demographic knowledge of the occupants, vehicles can be designed for the needs of their users, automotive systems can respond and adjust based on the needs and actions of the occupants. In addition to determining the number and profile of occupants in the vehicle, it would also be useful to analyze each occupant's reactions to external stimuli, such as the reactions to advertisements (e.g., billboards). Thus, advertisers can better target advertisements to occupants.

Through data mining and machine learning, dense profiles are modeled and analyzed to assist marketers and advertisers with targeted out-of-vehicle electronic displays.

In one embodiment, the invention provides a method for selectively displaying advertisements with a billboard display system to occupants in one or more vehicles approaching a billboard display located near a roadway. The method includes receiving a number of occupants, demographic information of occupants, and vehicle position information from an interior occupant sensing system for one or more vehicles approaching the billboard display, processing the demographic information and the number of occupants to determine advertising relevant to occupants, and selectively displaying relevant advertising with the billboard display to one or more vehicles approaching the billboard display.

In another embodiment, a billboard display system provides advertising on a billboard display to occupants in one or more vehicles in response to operation of an interior occupant sensing system in one or more vehicles to obtain demographic information of occupants. Besides the billboard display located near a roadway, the billboard display system includes a display controller including a processor and a memory, along with a communication unit for providing communication between the display controller and the interior occupant sensing system of one or more vehicles. The processor is configured to receive via the communication unit, a number of occupants disposed in one or more vehicles, the demographic information for each occupant disposed in one or more vehicles, and vehicle position information from an interior occupant sensing system that includes a video camera disposed in each of the one or more vehicles. In response to at least the demographic information and the vehicle position information, the processor provides an output to the billboard display to selectively display advertising that is targeted to the demographic information of occupants of the one or more vehicles.

In another embodiment, the invention provides a method of selectively displaying advertisements on a billboard display of a billboard display system to occupants in one or more vehicles approaching the billboard display located near a roadway. The method includes, in an interior occupant sensing system of a vehicle approaching the billboard display, operating a video camera to obtain video data including faces of occupants in a vehicle. The video data is provided to an electronic control unit. The method includes sensing a GPS signal and determining a vehicle position information of a vehicle, detecting a number of occupants disposed in a vehicle from the video data, and determining demographic information from the video data of the faces of occupants. The method further includes storing the vehicle position information, the number of occupants, and the demographic information of occupants in a memory of the interior occupant sensing system, and wirelessly transmitting the number of occupants, the demographic information, and the vehicle position information. Further, the method includes, in a display controller of the billboard display system, receiving the number of occupants, the demographic information of occupants, and the vehicle position information wirelessly transmitted by the interior occupant sensing system for a vehicle approaching the billboard display. The billboard display system processes the demographic information and the number of occupants to determine advertising relevant to occupants; and selectively displays relevant advertising on the billboard display to occupants in an approaching vehicle.

Other aspects of the invention will become apparent by consideration of the detailed description and accompanying drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a diagram of a roadway and a billboard display system, according to some embodiments.

FIG. 2 is a block diagram of an interior occupant sensing system, according to some embodiments.

FIG. 3 is a block diagram of an electronic controller, according to some embodiments.

FIG. 4 is a front view of a dashboard and a windshield of a vehicle, according to some embodiments.

FIG. 5 is a flow chart illustrating a method for detecting data for vehicle occupants, according to some embodiments.

FIG. 6 is a flow chart illustrating a method for detecting marketing metadata for vehicle occupants that includes speech recognition, according to some embodiments.

FIG. 7 is a flow chart illustrating a method for interacting with a billboard display system using occupant metadata, according to some embodiments.

DETAILED DESCRIPTION

Before any embodiments of the invention are explained in detail, it is to be understood that the invention is not limited in its application to the details of construction and the arrangement of components set forth in the following description or illustrated in the following drawings. The invention is capable of other embodiments and of being practiced or of being carried out in various ways.

Also, it is to be understood that the phraseology and terminology used herein is for the purpose of description and should not be regarded as limiting. The use of “including,” “comprising” or “having” and variations thereof herein is meant to encompass the items listed thereafter and equivalents thereof as well as additional items. The terms “mounted,” “connected” and “coupled” are used broadly and encompass both direct and indirect mounting, connecting and coupling. Further, “connected” and “coupled” are not restricted to physical or mechanical connections or couplings, and can include electrical connections or couplings, whether direct or indirect. Also, electronic communications and notifications may be performed using any known means including wired connections, wireless connections, etc.

It should also be noted that a plurality of hardware and software based devices, as well as a plurality of different structural components may be used to implement the embodiments. In addition, it should be understood that embodiments may include hardware, software, and electronic components or modules that, for purposes of discussion, may be illustrated and described as if the majority of the components were implemented solely in hardware. However, one of ordinary skill in the art, and based on a reading of this detailed description, would recognize that, in at least one embodiment, the electronic based aspects of the embodiments may be implemented in software (e.g., stored on non-transitory computer-readable medium) executable by one or more processors. As such, it should be noted that a plurality of hardware and software based devices, as well as a plurality of different structural components may be utilized to implement the embodiments. For example, “processing units” and “controllers” described in the specification can include standard processing components, such as one or more processors, one or more memory modules including non-transitory computer-readable medium, one or more input/output interfaces, and various connections (e.g., a system bus) connecting the components.

External Billboard Display System

FIG. 1 illustrates a roadway 10 with vehicles 12, and a nearby billboard display system 20. The billboard display system 20 near the roadway 10 includes a display controller 22 that includes a processor 24 in communication with a memory 26 and a display driver 28. The display driver 28 connects to or communicates with a billboard display 30 located adjacent the roadway 10. The processor 24 is linked to a communication unit 34 for communicating with vehicles 12, etc. The billboard display 30 selectively displays various advertising images. In one embodiment, the billboard display 30 is a digital electronic display for providing various advertising images stored in memory 26. In some embodiments, the selected advertising images include video images, such that the image displayed on the billboard display 30 changes visually to attract attention to the billboard display 30.

The processor 24 provides a digital image signal for advertising to the display driver 28, which provides the image to the billboard display 30 for viewing thereon. The processor 24 obtains the digital image signal from the memory 26 or from a remote cloud server 36 shown in FIG. 1 or other electronic storage device via an internet connection or via the communication unit 34.

Interior Occupant Sensing System

FIG. 2 illustrates an interior occupant sensing system 40. The interior occupant sensing system 40 is integrated into each vehicle 12, and includes an electronic controller 42, a video camera 44, a microphone 46, a database 48, a communications system 50, a human-machine interface (HMI) 52, a global positioning signal (GPS) navigation system 54, an entertainment system 56, and other vehicle systems 58. As illustrated in FIG. 2, the components of the interior occupant sensing system 40 are in communication with the electronic controller 42.

The electronic controller 42 shown in FIG. 2 may be dedicated to the interior occupant sensing system 40, or may also be part of another vehicle operating system. In some embodiments, the electronic controller 42 is integrated with the video camera 44 and microphone 46 into a single device. In other embodiments, the electronic controller 42 is part of a multi-camera system that includes interior and exterior cameras. In some embodiments, the interior occupant sensing system 40 includes more than one camera. The video camera 44 is a digital video camera in one embodiment. The video camera 44 is positioned to view the interior of the vehicle and the occupants (e.g., the driver and one or more passengers) of the vehicle. The electronic controller 42 is configured to receive and process images or video data from the video camera 44. The microphone 46 is positioned in the interior of the vehicle and is configured to sense or detect sound (including voices), convert the sound or audio signal to audio data, and provide the audio data to the electronic controller 42. The electronic controller 42 is configured to receive and process the audio data from the microphone 46. The microphone 46 may be stand alone or it may be part of another vehicle system (e.g., a hands-free cellular system).

The database 48 shown in FIG. 2 electronically stores information regarding the interior occupant sensing system 40, including metadata of occupants, according to the methods described herein. The electronic controller 42 is configured to read and write such information to and from the database 48. In the illustrated embodiment, the database 48 is accessible by the electronic controller 42. In alternative embodiments, the database 48 may be located in the electronic controller 42, or housed on a suitable database server or other system external to the interior occupant sensing system 40 and accessible over one or more intervening networks.

The communications system 50 shown in FIG. 2 includes hardware and software components that allow the electronic controller 42 to communicate wirelessly using one or more modalities from the group consisting of: cellular data, vehicle-to-everything (V2X) communications, and Wi-Fi. Other communication arrangements and protocols are also contemplated. The communications system 50 enables the electronic controller 42 to communicate with other systems using public data networks (e.g., the Internet).

The HMI 52 shown in FIG. 2 provides an interface between the interior occupant sensing system 40 and the occupants of the vehicle 12. The HMI 52 is coupled to the electronic controller 42 and is configured to receive inputs from the occupants, receive data from the controller, and provide warnings or other information to the occupants based on the data. The HMI 52 includes suitable input and output mechanisms, including, for example, buttons, a touch-screen display having a graphical user interface (GUI), voice recognition, etc. The GPS navigation system 54 includes hardware and software for locating the vehicle using GPS signals, the global positioning system and plotting routes based for the driver. The entertainment system 56 includes hardware (e.g., a display screen) and software configured to provide video and audio entertainment content to occupants of the vehicle. In some embodiments, the entertainment content includes video content streamed through the communications system 50. The electronic controller 42 is also coupled to other vehicle systems 58, including, for example, steering, braking, and automated vehicle control systems.

As illustrated in FIG. 3, in one embodiment, the electronic controller 42 includes an electronic processing unit 60 (e.g., a microprocessor or another suitable programmable device), a non-transitory memory 64 (e.g., a computer-readable storage medium), and an input/output interface 68. In one embodiment, the input/output interface 68 includes one or more control or data buses enabling the electronic processing unit 60 to communicate with the various devices illustrated in FIG. 2. The input/output interface 68 provides an electrical connection over a data bus or a wired, wireless, or optical connection that enables the devices shown in FIG. 2 to communicate using network communications protocols, for example, the Ethernet, CAN or FLEXRAY protocol.

The memory 64 can include a program storage area (e.g., read only memory (ROM) and a data storage area (e.g., random access memory (RAM), and another non-transitory computer readable medium. The electronic processing unit 60 executes software stored in the memory 64. The software may include instructions and algorithms for performing methods as described herein.

The input/output interface 68 shown in FIG. 3 receives inputs and provides outputs to and from systems external to the electronic controller 42, including the devices and systems shown in FIG. 2. In some embodiments, the electronic controller 42 includes a plurality of electrical and electronic components that provide power, operational control, and protection to the components and modules within the electronic controller 42. It should be understood that the electronic controller 42 may include additional, fewer, or different components.

In one embodiment, the electronic controller 42 is configured to perform machine learning functions. The memory 64 stores one or more learning engines executable by the electronic processing unit 60 to process data received from the video camera 44 and the microphone 46, and develop demographic metadata on the occupants of the vehicle. Machine learning generally refers to the ability of a computer application to learn without being explicitly programmed. In particular, a computer application performing machine learning (sometimes referred to as a learning engine) is configured to develop an algorithm based on training data. For example, to perform supervised learning, the training data includes example inputs and corresponding desired (e.g., actual) outputs, and the learning engine progressively develops a model that maps inputs to the outputs included in the training data. Machine learning can be performed using various types of methods and mechanisms including, but not limited to, decision tree learning, association rule learning, artificial neural networks, inductive logic programming, support vector machines, clustering, Bayesian networks, reinforcement learning, representation learning, similarity and metric learning, sparse dictionary learning, and genetic algorithms.

In some embodiments, the electronic controller 42 accesses one or more sources of training data, predictive models, or learning engines through one or more communication networks, such as the Internet and other public and private networks. Alternatively or in addition, the electronic controller 42 stores training data in the database 48 or in the memory 64.

FIG. 4 is a partial perspective view of a front interior portion 70 of a vehicle 12 that includes a dashboard 72, a windshield 74 and a roof 76. Further, a video camera 44 is mounted to the roof 76 near the rear view mirror 78 to obtain video data within the vehicle. Further, FIG. 4 shows the human-machine interface 52, such as a touch screen.

Operation of Interior Occupant Sensing System

For the billboard display system 20 to operate properly, information from at least one of the vehicles 12 shown in FIG. 1 must be provided to the billboard display system. Thus, the interior occupant sensing system 40 for each vehicle operates as follows.

As shown in the images and flow chart 100 of FIG. 5, four faces 104 of occupants are sensed by video camera 44 disposed in a vehicle 12 and provided as video data to the electronic processing unit 60. Using machine learning occupant detection algorithms, the electronic processing unit 60 determines the number, pose and location of each occupant that is detected (step 102). For each face, demographic information and markers are estimated or determined (step 106) by the electronic processing unit 60 executing classifier algorithms. Determining demographic information includes utilizing the video data or video images for a given occupant's face to 1) classify age, 2) classify gender and 3) classify ethnicity and/or race. In some embodiments, other classification information is obtained. The demographic information is determined for each individual occupant.

Upon determining the demographic information from video images of faces of occupants, the electronic processing unit 60 further determines emotive responses (step 110). The emotive responses include 1) gaze estimation, including where the face is looking and 2) current emotions, such as a smile, frown or laugh. Changes in the occupants' emotive response to stimuli may be caused by changes in operation of the vehicle itself or externally (i.e., current emotion). For instance, an occupant might display happiness when the vehicle accelerates, or display anxiety when a warning is issued by the HMI 52. Besides determining emotions, the electronic processing unit 60 is configured for storing the emotions and the exact time that the emotions or emotive responses occur in the memory 64.

Thereafter, the face 104 of an occupant is tracked or followed within the video image (step 114). Tracking faces 104 of occupants enables the interior occupant sensing system 40 to determine emotions of occupants and their emotive responses to stimuli, such as advertising. That way, a face 104 that has been classified is followed and reclassification is not necessarily required.

The electronic processing unit 60 is further configured to combine the demographic information with other vehicle information (i.e. GPS location, duration of trip, passengers entering/exiting, etc.) (step 116). Other vehicle information may include an intended destination for the vehicle, the make and model of the vehicle. Further, the clothing worn by the occupants may be utilized in classifying the occupants and predicting what advertising to provide thereto.

The electronic processing unit 60 is configured to improve classifier estimates as the occupant is tracked over time (step 120). Influences such as lighting, occupant movement, and occupant clothing may vary over time, causing the electronic processing unit 60 to make different demographic estimations over time. The electronic processing unit 60 uses machine learning algorithms to improve its estimates by recognizing trends or eliminating outliers. This continuous improvement ensures the most reliable metadata.

The electronic processing unit 60 is configured to store the demographic information, the vehicle position information, the trip destination information, the trip duration information and additional information as metadata in the database 48 (step 124). The electronic processing unit 60 classifies the data as occupant specific data (for example, based on face, and as set forth below, voice recognition algorithms); generic demographic data tied to a specific vehicle at a specific time and location; or as generic metadata that is not tied to any individual or vehicle, but aggregated to extract demographic patterns of vehicle use and transportation. Depending on the application, this allows for either specific customization of the application to the user, or broad statistics based applications that can ensure individual privacy.

As illustrated in the flow chart 140 of FIG. 6, in some embodiments, the microphone 46 collects occupant speech to better ascertain occupant emotive state and reactions to external events. The electronic processing unit 60 is configured to perform speech recognition on audio data received from the microphone 46 (step 144). Key words or phrases are then identified (step 148). Thereafter, the electronic processing unit 60 is further configured to match the speaker to a face (step 152). Such matching relies on estimating movement or speaking by a face of an occupant and comparison with the key word. This key word and specific occupant information is stored as metadata in the database 48 (step 160) along with the demographic information and other metadata for each specific user. Further, the metadata is wirelessly transmitted via communications system 50 to the communication unit 34 of the billboard display system 20.

Moreover, the interior occupant sensing system 40 is capable of providing dense profile models. In one exemplary embodiment, the electronic controller 42 is configured to fuse detected persons with their demographic information, their emotive response and the speech recognition of key words. Collecting occupant data, along with vehicle dynamics, provides market researchers a real-time response of an occupant to an advertisement displayed on the billboard display system.

As illustrated in the flow chart 200 of FIG. 7, in one embodiment the interior occupant sensing system 40 interacts with the billboard display system 20 using occupant data, such as metadata. For example, data on the number of faces in a video image corresponding to the number of occupants, the occupant demographics and other metrics (e.g., trip destinations and durations) are wirelessly transmitted by the communications system 50 via V2X to an upcoming communication unit 34 of a billboard display system 20.

More specifically, as shown in FIG. 7, a vehicle 12 enters the zone of the billboard display system 20 (step 202). The communications system 50 of the interior occupant sensing system 40 provides wireless transmission or wireless communication (step 206) with the communication unit 34 of the billboard display system 20. For communication to occur, the vehicle 12 must be within broadcasting range of the billboard display system 20. The wireless transmission includes the vehicle position information of the vehicle located on a roadway relative to the billboard display 34 as determined from GPS signals.

The display controller 22 of the billboard display system 20 analyzes a population of occupants approaching the billboard display 30 from one or more approaching vehicles (step 210). Further, the display controller 22 is configured to analyze the metrics (step 212) from one or more vehicles approaching the billboard display 30. Besides the number of occupants and the demographic information (214) of occupants in multiple vehicles that are approaching the billboard display 30, along with trip destinations (216) and trip durations (218) of the multiple vehicles when the trip data is available, the metrics may include other factors. The type of vehicle, the clothing worn by occupants, and the time of day, are also provided as metrics in some embodiments.

Utilizing the analyzed metrics, the display controller 22 determines and displays a targeted advertisement (step 220). The targeted advertisement is considered most applicable to the population consisting of the occupants of each of the vehicles in the field of view of the billboard display 30. As set forth above, a targeted advertisement is based on the various factors and based on time of day. For instance, in one embodiment, advertising for hotels or motels in mid or late evening of a long trip duration is provided. At what is considered close to typical mealtimes, advertising is provided for approaching restaurants. The type of restaurants or establishments displayed in advertising is also based on the ages of the occupants. In conclusion, the various metrics interactively assist in the selective display of advertising on the billboard display 30.

Upon the display of advertising for a limited time based on the metrics, the billboard display system 20 queries the approaching vehicles 12 for additional or updated metrics (step 230). The updated metrics include impression counts (232), emotive responses (234), and gaze of eyes (236) of the occupants of the approaching vehicles. The interior occupant sensing system 40 is configured to communicate the impression counts, the emotional states, any emotive responses and gaze of eyes of occupants to the billboard display system (step 240), along with additional metrics.

The display controller 22 executes a program using the above information to target or select a future or immediate advertisement that is more likely relevant or useful to occupants of one or more vehicles approaching the billboard display 30. The display controller 22 is configured to process the trip destination information and/or the trip duration information, in combination with the demographic information and number of occupants, to determine advertising relevant to occupants. In one embodiment, the emotional state of the occupants assists in selection of advertising. For occupants in a positive mood, the advertising is different than the advertising for occupants in an angry or bad mood.

Further, the display controller 22 is configured to track impression counts for current advertising. Using occupant gaze estimations, advertisers accurately analyze and gauge the effectiveness of various advertising schemes. Analyzing the effectiveness from the impression counts maximizes the relevance of the advertising to be displayed in the future to particular occupants of one or more vehicles.

Other metrics, can be used to target advertisements. In one operation, if the billboard display system 20 is informed that a vehicle's fuel level is low, advertising for nearby gas stations appears. In another scenario, child-friendly venues advertise using the billboard display 30 to vehicles 12 carrying children as determined from the demographic information.

In one embodiment, at least one of impression counts, gaze estimation and emotive responses are collected and transmitted to advertisers remotely, such as to the remote cloud server 36, to gauge the success of advertisements provided on the billboard display 30. The billboard display system 20 is in communication over the internet or other communication with the cloud server 36. Thus, the billboard display system 20 provides demographic information to the cloud server 36 and receives advertising for viewing on the billboard display 30.

In some implementations, the above described system is controlled using at least one display controller 22. The display controller 22 includes one or more processing units (e.g., a processor, application specific integrated circuits (“ASIC”), etc.). Likewise, the vehicle electronic controller 42 can include one or more processing units as listed above.

The memory 26 of the display controller 22 and the memory 64 of the vehicle electronic controller 42 are non-transitory computer-readable medium in one embodiment. Both random access memory (RAM) and read only memory (ROM) are contemplated.

Besides the display controller 22, the electronic controller 42 uses the input/output interface 68 for sending and receiving information from one or more sensors or systems external to the electronic controller 42 (e.g., over a vehicle communication bus, such as a controller area network (CAN) bus or a FlexRay bus). In some implementations, the electronic controller 42 can also include one or more additional internal sensors or systems.

The billboard display 30 is an electronic billboard display that displays the electronic images from the display driver 28. The billboard display 30 is a video screen of plasma, LCD, LED or other digital light emitting arrangements. In some embodiments, a loudspeaker or sound output is also provided.

While at least one video camera 44 is contemplated, a plurality of video cameras are provided to obtain video data to detect occupants in some embodiments.

In referencing a situation wherein two vehicles are approaching the billboard display system 20, one vehicle can be considered a first vehicle having a first interior occupant sensing system with a first video camera and another vehicle can be considered a second vehicle having a second interior occupant sensing system with a second video camera. Of course, third, fourth, fifth, etc. vehicles having interior occupant sensing systems are also contemplated.

While FIG. 1 shows vehicles in one direction approaching the billboard display 30 receiving advertising, in another embodiment vehicles traveling in opposing directions view advertising messages on respective sides of the billboard display 30.

With the availability of an interior video camera 44 primarily used for occupant sensing, additional demographic data of each occupant in a vehicle 12 can be extracted from a camera image. This demographic metadata can be stored, analyzed and fused with a variety of other sensors and vehicle states to provide dense demographic profiles of drivers and passengers. This data is useful for marketers and advertisers.

Thus, the invention provides, among other things, methods for operating a billboard display system 20 to provide advertising directed to the occupants of vehicles 12 approaching a billboard display 30 and for operating an interior occupant sensing system 40 to provide information or data thereto.

Claims

1. A method for selectively displaying advertisements with a billboard display system to occupants in one or more vehicles approaching a billboard display located near a roadway, comprising: receiving a number of occupants, demographic information of occupants, and vehicle position information from an interior occupant sensing system for one or more vehicles approaching the billboard display;processing the demographic information and the number of occupants to determine advertising relevant to occupants; andselectively displaying relevant advertising with the billboard display to one or more vehicles approaching the billboard display.

2. The method according to claim 1, wherein the receiving of the number of occupants, the demographic information, and the vehicle position information is received by a communication unit of the billboard display system by wireless transmission from the interior occupant sensing system of one or more vehicles.

3. The method according to claim 2, wherein the number of occupants and the demographic information is provided for each vehicle, by the interior occupant sensing system: operating at least one video camera disposed in the vehicle to sense video data including faces of occupants in the vehicle;providing the video data to an electronic control unit disposed in the vehicle;detecting the number of occupants disposed in the vehicle from the video data;determining the demographic information from the video data of each of the faces;tracking the faces to determine emotions of occupants; andstoring the number of occupants, the demographic information and the emotions of occupants in the electronic control unit.

4. The method according to claim 3, including for the interior occupant sensing system for each of one or more vehicles: receiving a GPS signal for determining the vehicle position information of a vehicle;determining the vehicle position information with the GPS signal; andwherein the wireless transmission includes transmitting the vehicle position information, the number of occupants, the demographic information, the emotions of occupants and the vehicle position information for each of the one or more vehicles to the billboard display system via vehicle-to-everything (V2X) communications.

5. The method according to claim 3, including sensing the emotions of occupants in response to the advertisement displayed on the billboard display to determine reactions to the advertising, and storing the reactions to the advertising.

6. The method according to claim 3, including, with the interior occupant sensing system for each of one or more vehicles: detecting sound in a vehicle interior with a microphone as audio data;providing the audio data to the electronic control unit;processing the audio data to further determine the emotions of occupants and storing the emotions;wirelessly transmitting the emotions for occupants to the display controller, andanalyzing effectiveness of the selectively controlled advertising in response to the emotions of occupants.

7. The method according to claim 1, wherein the demographic information and the number of occupants is stored as metadata.

8. A billboard display system for providing advertising on a billboard display to occupants in one or more vehicles in response to operation of an interior occupant sensing system in one or more vehicles to obtain demographic information of occupants, comprising: the billboard display located near a roadway;a display controller including a processor and a memory;a communication unit for providing communication between the display controller and the interior occupant sensing system of one or more vehicles on a roadway;wherein the processor of the display controller is configured to: receive via the communication unit, a number of occupants disposed in one or more vehicles, the demographic information for each occupant disposed in one or more vehicles, and vehicle position information from an interior occupant sensing system that includes a video camera disposed in each of the one or more vehicles; andin response to at least the demographic information and the vehicle position information, provide an output to the billboard display to selectively display advertising that is targeted to the demographic information of occupants of the one or more vehicles.

9. The billboard display system according to claim 8, wherein the processor of the display controller is configured to: receive via the communication unit, emotive responses of occupants, andstore the number of occupants, the demographic information, and the emotive responses of occupants,wherein the vehicle position information indicates where the corresponding vehicle is located on a roadway relative to the billboard display.

10. The billboard display system according to claim 9, wherein the number of occupants, the demographic information, and the emotive responses of occupants are stored as metadata.

11. The billboard display system according to claim 9, wherein the number of occupants, the demographic information and the emotive responses of occupants are determined by the video camera that tracks faces of occupants and an electronic control unit of the interior occupant sensing system that processes video data from the video camera.

12. The billboard display system according to claim 9, wherein the display controller is configured to communicate the demographic information and the emotive responses to a cloud server for analyzing effectiveness of the selectively controlled advertising.

13. A method for selectively displaying advertisements on a billboard display of a billboard display system to occupants in one or more vehicles approaching the billboard display located near a roadway, comprising: in an interior occupant sensing system of a vehicle approaching the billboard display, operating a video camera to obtain video data including faces of occupants in a vehicle;providing the video data to an electronic control unit;sensing a GPS signal and determining a vehicle position information of a vehicle;detecting a number of occupants disposed in a vehicle from the video data;determining demographic information from the video data of the faces of occupants;storing the vehicle position information, the number of occupants, and the demographic information of occupants in a memory of the interior occupant sensing system; andwirelessly transmitting the number of occupants, the demographic information, and the vehicle position information;andin a display controller of the billboard display system, receiving the number of occupants, the demographic information of occupants, and the vehicle position information wirelessly transmitted by the interior occupant sensing system for a vehicle approaching the billboard display;processing the demographic information and the number of occupants to determine advertising relevant to occupants; andselectively displaying relevant advertising on the billboard display to occupants in an approaching vehicle.

14. The method according to claim 13, further including the interior occupant sensing system of a vehicle approaching the billboard display: providing trip destination and/or trip duration information to the electronic control unit;storing the trip destination and/or trip duration information; andtransmitting the trip destination and/or trip duration information via at least one or more from the group consisting of: cellular data, vehicle-to-everything (V2X) communications, and Wi-Fi,andin the display controller of the billboard display system, receiving the trip destination and/or trip duration information;processing the trip destination and/or the trip duration information, in combination with the demographic information and the number of occupants, to determine advertising relevant to occupants; andselectively displaying relevant advertising on the billboard display to occupants in an approaching vehicle in response to the demographic information, the number of occupants, and the trip destination and/or the trip duration information.

15. The method according to claim 13, wherein the billboard display system is configured to receive at least one of impression counts and emotive responses transmitted from the interior occupant sensing system, and to provide the impression counts and the emotive responses to a remote cloud server.

16. The method according to claim 14, further including: a second interior occupant sensing system of a second vehicle approaching the billboard display that operates a second video camera to sense video data of occupants in a second vehicle; transmitting the number of occupants and the demographic information via at least one or more from the group consisting of cellular data, vehicle-to-everything (V2X) communications, and Wi-Fi;andin the display controller of the billboard display system, receiving the number of occupants, the demographic information of occupants, and the vehicle position information from the second interior occupant sensing system for a second vehicle approaching the billboard display;processing the demographic information and the number of occupants in a second vehicle and the number of occupants in a first vehicle to determine advertising most relevant to a population of occupants located in a first vehicle and a second vehicle; andselectively displaying relevant advertising with the billboard display to the population in a first vehicle and a second vehicle approaching the billboard display.

17. The method according to claim 13, wherein the processing of the demographic information and the number of occupants to determine advertising relevant to occupants includes determining the advertising based on an emotional state of the occupants.