Patent Publication Number: US-2022237658-A1

Title: Systems and methods to facilitate targeted advertising on automobiles

Description:
FIELD OF THE DISCLOSURE 
     The present disclosure generally relates to determining targeted advertisements for display on a vehicle exterior and, more particularly, to a system and method for analyzing a vehicle environment to determine a targeted advertisement based at least in part on demographic data corresponding to a set of individuals associated with the vehicle environment. 
     BACKGROUND 
     Digital billboards were first placed along roadways over a decade ago, and rose to prominence soon thereafter. These billboards provide higher visibility than traditional billboards and can be configured to cycle through multiple displays as opposed to the singular static display of a traditional billboard. 
     However, digital billboards suffer from several drawbacks. First, conventional digital billboards lack readability, similar to a traditional billboard, because they are displaced away from the roadway, and consequently, the motorists attempting to view them. Second, conventional digital billboards also suffer from an increased distraction potential for motorists due to the higher visibility and changing display. Third, conventional digital billboards suffer from a lack of relevant message displays to accommodate shifting interests/priorities of those viewing the message displays. 
     SUMMARY 
     This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to be used to limit the scope of the claimed subject matter. 
     In one embodiment, a system for displaying targeted messages on a surface of a vehicle may be provided. The device may comprise a transceiver; one or more memories; an electronic display disposed on the surface; and one or more processors interfacing with the transceiver, the one or more memories, and the electronic display. The one or more processors may be configured to: detect environmental data associated with an environment of the vehicle, the environmental data indicating a set of individuals associated with the environment of the vehicle, generate demographic data from the environmental data, wherein the demographic data are indicative of at least one individual of the set of individuals, transmit, to an external processing server via the transceiver, the demographic data, wherein the external processing server determines a targeted message from the demographic data, receive, from the external processing server via the transceiver, the targeted message, and cause the electronic display to display the targeted message for viewing by the set of individuals associated with the environment of the vehicle. 
     In another embodiment, a computer-implemented method for displaying targeted messages on a surface of a vehicle may be provided. The method may comprise detecting, by an electronic device, environmental data associated with an environment of the vehicle, the environmental data indicating a set of individuals associated with the environment of the vehicle; generating, by the electronic device, demographic data from the environmental data, wherein the demographic data are indicative of at least one individual of the set of individuals; determining, by an external processing server, a targeted message from the demographic data; transmitting, by the external processing server, the targeted message to the electronic device; and displaying, by the electronic device, the targeted message for viewing by the set of individuals associated with the environment of the vehicle on an electronic display disposed on the surface. 
     In yet another embodiment, a computer readable storage medium comprising non-transitory computer readable instructions stored thereon for displaying targeted messages on a surface of a vehicle may be provided. The instructions when executed on one or more processors may cause the one or more processors to detect environmental data associated with an environment of the vehicle, the environmental data indicating a set of individuals associated with the environment of the vehicle; generate demographic data from the environmental data, wherein the demographic data are indicative of at least one individual of the set of individuals; determine a targeted message from the demographic data; and display the targeted message for viewing by the set of individuals associated with the environment of the vehicle on an electronic display disposed on the surface. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The figures described below depict various aspects of the systems and methods disclosed herein. It should be understood that each figure depicts an embodiment of a particular aspect of the disclosed systems and methods, and that each of the figures is intended to accord with one or more embodiments thereof. Further, wherever possible, the following description refers to the reference numerals included in the following figures, in which features depicted in multiple figures are designated with consistent reference numerals. 
         FIG. 1  illustrates an example system for facilitating targeted advertising on automobiles; 
         FIG. 2  illustrates another example system for facilitating targeted advertising on automobiles; 
         FIG. 3  depicts an operational embodiment of, for example, the system of  FIG. 2 ; 
         FIG. 4  is a flowchart depicting an example method corresponding to various embodiments of the present disclosure. 
     
    
    
     The figures depict various aspects of the present disclosure for purposes of illustration only. One skilled in the art will readily recognize from the following discussion that alternative embodiments of the structures and methods illustrated herein may be employed without departing from the principles of the invention described herein. 
     DETAILED DESCRIPTION 
     I. Example System and Related Functionality for Facilitating Targeted Advertising on Automobiles According to Certain Embodiments 
       FIG. 1  illustrates an example system  100  for facilitating targeted advertising on automobiles. The example system  100  may include a vehicle  102 , an electronic display  104 , an electronic device  106 , an external processing server  108  (e.g., referenced herein as an “auction host server”), external databases  110 , and a network  112 . While illustrated in  FIG. 1  as a single external database, in some embodiments the external databases  110  includes two or more external databases. The network  112  may be a computer network of an insurance provider (e.g., provided or used by the insurance provider or communications over which the insurance provider otherwise controls or facilitates). 
       FIG. 2  illustrates another example system for facilitating targeted advertising on automobiles. In reference to the example system  200  of  FIG. 2 , the electronic device  106  may include the electronic display  104 , a processor  202 , a memory  204 , a transceiver  206 , and an imaging apparatus  208 . While referred to herein as a “processor” and a “memory,” in some embodiments the processor  202  includes two or more processors and the memory  204  includes two or more memories. The processor  202  may be configured to analyze both still image data and video data (e.g., video data received by the transceiver  206 ) and analyze aspects of the still image data and/or video data. The memory  204  may store computer-executable instructions, which may be executed by the processor  202 . 
     It should be understood that the electronic display  104  may be either an external, standalone device or an internal component of the electronic device  106 . In other words, in embodiments, the electronic display  104  may be a standalone entity affixed to a surface of a vehicle (e.g., vehicle  102 ). In that case, the electronic display  104  may have a processor, memory, imaging assembly, transceiver, etc. and be configured to receive a targeted message from the electronic device  106 , external processing server  108 , or any other suitable transmitter (e.g., external databases  110 ). 
     The imaging apparatus  208  may include, for example, an image sensor (e.g., a camera, a video camera), and/or a proximity sensor. As such, the imaging apparatus  208  may be configured to capture still images, video footage, proximity information (e.g., indicative of distances to/from imaging apparatus). However, it should be understood that the imaging apparatus  208  is not limited to the sensors disclosed herein. Additionally, the electronic device  106  may be configured to receive communications from the external processing server  108  and/or other suitable transmitters (e.g., external databases  110 ) in response to transmitting captured data and/or before, during, or after displaying a targeted message. 
     The external processing server  108  may include a database  210 , a processor  212 , a memory  214 , and a transceiver  216 . While referred to herein as a “processor” and a “memory,” in some embodiments the processor  212  includes two or more processors and the memory  214  includes two or more memories. The processor  212  may be configured to process both still image data and video data (e.g., video data received from a prospective client) and analyze aspects of the still image data and/or video data. The memory  214  may store computer-executable instructions, which may be executed by the processor  212 . The database  210  may include message display profiles. The message display profiles may correspond to a set of information associating a vehicle with certain message display characteristics and/or priorities. For example, a message display profile may indicate that a particular vehicle (e.g., vehicle  102 ) may consistently drive in low population density areas, and may further drive in those areas late at night. As further discussed herein, based on the message display profile, the external processing server  108  may determine targeted messages for display on the electronic display  104  and/or auction rates corresponding to the vehicle  102 . The message display profiles may also correspond with insured user profiles/accounts, insurance policies, or other user profiles, accounts, policies, etc. 
     Further, the message display profile may include relevant data associated with a user indicated in the message display profile. For example, if a message display profile is an insurance policy listing a first user as the insured, the insurance policy may list the first user&#39;s name, age, gender, etc. Moreover, and as discussed further herein, the relevant data may include multiple profile features associated with each message display profile. These profile features may, for example and as discussed further herein, facilitate targeted message display on a vehicle  102  by allowing the external processing server  108  to develop a broader knowledge base with which to determine the targeted messages for display. 
     The system  200  further includes a message provider device  220 . The message provider device  220  includes a message database  222 , a processor  224 , a memory  226 , and a transceiver  228 . While referred to herein as a “processor” and a “memory,” in some embodiments the processor  224  includes two or more processors and the memory  226  includes two or more memories. The message database  222  may include a set of messages for display, for example, on the electronic display  104  disposed on a surface of the vehicle  102 . 
     The message provider device  220  may be connected to each of the electronic device  106  and the external processing server  108  via the network  112 , such that all devices (e.g.,  106 ,  108 , and  220 ) may communicate to each other via their respective transceivers (e.g.,  206 ,  216 , and  228 ). For example, the external processing server  108  may receive updated message display profile information from the electronic device  106 . The external processing server  108  may store this received information in its database  210  and/or its memory  214 . Thus, and as discussed further herein, the external processing server  108  may be configured to process, analyze, or otherwise interpret data captured by and/or received from the electronic device  106 . Moreover, the message provider device  220  may transmit targeted message data to the electronic device  106  and/or external processing server  108  through the network  112 . The device  106  and/or server  108  may receive the targeted message and store it in the memory  204  and/or  214  respectively, and/or the server  108  may further transmit the targeted message to the electronic device  106  and/or electronic display  104  for display. It will be appreciated that the external processing server  108  and/or message provider device  220  may be a server and/or device provided by or used by an insurance provider, or use of which the insurance provider otherwise controls or facilitates. 
     In embodiments, the network  112  may be or may include a network such as the Internet and/or any other type of suitable network (e.g., a local area network (LAN), a metropolitan area network (MAN), a wide area network (WAN), a mobile network, a wired or wireless network, a private network, a virtual private network, etc.). The network  112  may also or alternatively be or include one or more cellular networks such as code division multiple access (CDMA) network, GSM (Global System for Mobile Communications) network, WiMAX (Worldwide Interoperability for Microwave Access) network, Long Term Evolution (LTE) network, etc. 
     As further described below, the example systems (e.g.,  100 ,  200 ) facilitate targeted message display on automobiles, and allow, among other advantages, readable messages that have a limited distraction potential for motorists and are relevant to those viewing the messages. The messages displayed on the systems described herein are more readable than those of conventional digital displays because the messages are displayed on vehicles that are closer to both pedestrians and proximate vehicles than the conventional display devices (e.g., billboards). Placing the targeted messages on proximate vehicles reduces distraction potential for other motorists and pedestrians alike because the messages keep their focus nearer to their local surroundings (e.g., active roadways, sidewalks, crosswalks, etc.) instead of the elevated positions of conventional display devices that remove their focus from such surroundings. The messages are also more relevant than the static, general messages on conventional display devices because they are dynamically updated and targeted for the proximate viewing audience (e.g., proximate motorists and pedestrians). 
     II. Example Operational Embodiments of the System 
       FIG. 3  depicts an operational embodiment  300  of, for example, the system  200 . The operational embodiment  300  includes the vehicle  102  and the electronic device  106 . The electronic device  106  includes a field of view (FOV)  302  indicating an area where the device&#39;s  106  sensors (e.g., imaging apparatus  208 ) are capable of capturing data (e.g., environmental data). In embodiments, the vehicle  102  may have a sensor or sensors surrounding its exterior and thus may have an effective FOV  302  corresponding to the entire surrounding environment of the vehicle or any portion of the surrounding environment therein. Moreover, and as discussed further herein, the FOV  302  may have a range of any suitable degree to capture the needed environmental data. For example, the device&#39;s  106  sensors may be disposed at a plurality of locations around the vehicle  102  such that the entire environment (e.g., 360° view surrounding the vehicle  102 ) is captured to yield environmental data. 
     The operational embodiment  300  further includes a set of individuals  304   a - 304   d  inside the FOV  302 , an individual  304   e  outside the FOV  302 , and a vehicle  306  inside the FOV  302 . Thus, as depicted, the electronic device  106  may capture environmental data corresponding to the set of individuals  304   a - 304   d  and the vehicle  306 . For example, the vehicle  102  may be traveling on a residential street, and the vehicle  306  may be following along the street with the set of individuals  304   a - 304   d  walking on nearby sidewalks/crosswalks. Thus, when the electronic device  106  captures environmental data, the set of individuals  304   a - 304   d  and the vehicle  306  occupants may be included in the environmental data because they are inside the FOV  302 . In this example, the individual  304   e  may be far enough away from the vehicle  102  to be outside the FOV  302 . However, as the vehicle  102  drives along the street, the individual  304   e  may eventually come into the FOV  302  and be included in the analysis for determining a targeted message, in accordance with various embodiments and as discussed further herein. 
     After the electronic device  106  captures the environmental data, the device  106  may determine demographic data from the environmental data. The demographic data are indicative of at least one individual of the set of individuals (e.g.,  304   a - 304   d ,  306 ), such that analyzing the data will facilitate determining a targeted message. Thus, after analyzing the demographic data, the external processing server  108  may determine a targeted message, and transmit the targeted message to the electronic device  106  for display. Accordingly, the set of individuals (e.g.,  304   a - 304   d ,  306 ) may view the targeted message via the electronic device  106 , and more particularly, via the electronic display  104 . While being outside the FOV  302 , the individual  304   e  may also view the targeted message if, as depicted, the individual  304   e  is in a position where viewing the message may be possible (e.g., in this embodiment, behind the vehicle  102 ). 
     III. Example of a Method for Facilitating Targeted Advertising on Automobiles 
       FIG. 4  is a flowchart depicting an example method  400  corresponding to various embodiments of the present disclosure. The method  400  begins at block  402  where, for example, a computer processor (e.g., electronic device  106 ) detects environmental data associated with an environment of a vehicle (e.g., vehicle  102 ). The environment may be area located proximate to and/or extending away from the vehicle  102 . For example, the environment may be or include a street, a highway, an interstate, sidewalks, crosswalks, front lawns, parking lots, etc. The environmental data may indicate a set of individuals (e.g.,  304   a - 304   d ,  306 ) associated with the environment of the vehicle  102 . Block  402  may be performed by, for example, the electronic device  106 . 
     In embodiments, the computer processor (e.g., electronic device  106 ) may receive the environmental data from one or more of (i) vehicle-to-vehicle (V2V) communication protocols, (ii) vehicle-to-infrastructure (V2I) communication protocols, or (iii) one or more mobile devices. For example, the computer processor may communicate, via the transceiver  206 , with other vehicles (e.g., vehicle  306 ) to determine environmental data concerning the vehicle  306  and its occupants. The computer processor may receive environmental data such as the year, make, model, VIN of the vehicle  306 , and/or any associated user information linked with the vehicle data. As one example, the environmental data received from the vehicle  306  may be associated with an insurance policy covering the vehicle  306 . The vehicle  102  may access this insurance policy and extract other information from the policy that may be relevant. The policy may indicate, inter alia, covered drivers for the automobile and basic identifying information for those drivers (e.g., name, age, sex, driving experience, license number, license issuing state, etc.). As discussed further herein, the external processing server  108  may receive and use such information when determining a targeted message for display on the computer processor, and more specifically, the electronic display  104 . 
     In embodiments, detecting the environmental data may further include capturing the environmental data via the imaging apparatus  208 . The imaging apparatus  208  may include an image sensor, and the image sensor may be configured to capture a set of digital images. The set of digital images may be included in or otherwise comprise the environmental data. To illustrate, the imaging apparatus  208  may capture a set of digital images featuring a set of individuals (e.g.,  304   a - 304   d ,  306 ). The imaging apparatus  208  may capture the set of digital images in response to detecting that at least one entity (e.g., one individual of the set of individuals  304   a - 304   d , the vehicle  306  occupant(s)) is within the FOV  302 , and/or in response to the proximity sensor or any other sensor included in the imaging apparatus  208  detecting the presence of at least one entity within the FOV  302 . 
     The imaging apparatus  208  may also include a proximity sensor, and the proximity sensor may be configured to capture a set of proximity data. The proximity data may be indicative of a set of distances from the vehicle  102  to the set of individuals (e.g.,  304   a - 304   d ,  306 ). To illustrate, the proximity sensor may capture a set of proximity data indicative of a set of distances from the vehicle  102  for each of the set of individuals (e.g.,  304   a - 304   d ,  306 ). The proximity sensor may further determine that individual  304   a  is 10 feet from the vehicle  102 , individual  304   b  is 12 feet from the vehicle  102 , etc. Additionally, the proximity sensor may determine that individual  304   a  is 10 feet from the right rear panel of the vehicle  102 , individual  304   b  is 12 feet from the left rear panel of the vehicle  102 , etc. 
     In embodiments, the electronic device  106  may transmit, via the transceiver  206 , the set of distances and the set of digital images to the external processing server  108 . As discussed further herein, the external processing server  108  may then determine the targeted message by correlating the set of distances with the set of digital images. For example, the external processing server  108  may prioritize messages that are more relevant to the individuals closer to the vehicle  102 , and thus, the electronic device  106 . 
     As an illustration, the electronic device  106  may transmit the set of distances and set of digital images indicative of a set of individuals (e.g.,  304   a - 304   d ,  306 ) to the external processing server  108 . The external processing server  108  may determine that because individuals  304   c  and  304   d  are farther from the vehicle  102  than individuals  304   a ,  304   b , and the occupants of vehicle  306 , individuals  304   c  and  304   d  are less likely to view the displayed message. In response, the server  108  may determine a targeted message that is primarily relevant to individuals  304   a ,  304   b , and the occupants of vehicle  306 , and that is less relevant to individuals  304   c  and  304   d.    
     The method  400  continues at block  404  by generating demographic data from the environmental data. The demographic data are indicative of at least one individual of the set of individuals (e.g., the set of individuals  304   a - 304   d  and the vehicle  306  occupants) associated with the environment. The environmental data may contain images and/or other representations of a set of individuals from which the computer processor (e.g., electronic device  106 ) may generate the demographic data. Thus, the computer processor may use any of a number of extraction techniques to generate the demographic data from the environmental data. For example, the computer processor may include (i) facial recognition, (ii) object recognition (OR), (iii) object character recognition (OCR), and/or any other suitable extraction technique. Block  404  may be performed by, for example, the electronic device  106 . 
     Moreover, the computer processor may incorporate other relevant features into the demographic data. For example, the computer processor may include (i) a location of the vehicle, (ii) a time when the image sensor captured the set of digital images, (iii) an age of a respective individual of the set of individuals, (iv) a gender of the respective individual, (v) a height of the respective individual, or (vi) a weight of the respective individual. 
     As an illustration, the electronic device  106  may detect environmental data indicative of a set of individuals (e.g.,  304   a - 304   d ,  306 ). The environmental data may include a location of the vehicle  102  (e.g., an address associated with an elementary school) and a time when the vehicle  102  is at the location (e.g., 3:00 pm on a Wednesday during the school year). The electronic device  106  may also generate data indicating that several individuals (e.g.,  304   a  and  304   b ) are relatively shorter (e.g., under 5′ tall) than several other individuals (e.g.,  304   c  and  304   d , who are each over 5′ tall). Thus, using all of this demographic data, and as discussed at block  406 , the external processing server  108  may determine that the vehicle is in an elementary school carpool line, and that several of the individuals located in the electronic device&#39;s  106  FOV  302  are children. 
     The method  400  continues at block  406  by determining a targeted message from the demographic data. As discussed further herein, the computer processor may determine the targeted message based on a stored selection of messages (e.g., stored in database  210  and/or message database  222 ), the computer processor may receive a targeted message from an external source (e.g., message provider device  220 ), or the computer processor may retrieve a relevant message from an external source (e.g., external databases  110 ). For example, the computer processor may analyze the demographic data to determine a set of tags representative of the set of individuals (e.g.,  304   a - 304   d ,  306 ) indicated in the demographic data. This set of tags may include data corresponding to any of the information indicated herein, including vehicle location, time of day, weather, individual ages, individual genders, individual heights, individual weights, individual ethnic indicators, and/or any other suitable demographic indication. Using this set of tags, the computer processor may determine a targeted message by associating the set of tags included in the demographic data with the corresponding tags included in each of the stored messages. The stored message that includes the most tags corresponding with the set of tags included in the demographic data may be selected for display. Block  406  may be performed by, for example, the electronic device  106  and/or the external processing server  108 . 
     To illustrate, assume the electronic device  106  generates demographic data indicative of a set of individuals (e.g.,  304   a - 304   d ,  306 ). Further, assume the demographic data indicative of the set of individuals (e.g.,  304   a - 304   d ,  306 ) indicates that each individual of the set of individuals (e.g.,  304   a - 304   d ,  306 ) is an adult female, and that the demographic data include a time of day and a geographic location of the vehicle  102 . Thus, adult female, time of day, and the geographic location of the vehicle  102  are the set of tags included in the demographic data. The external processing server  108  may analyze these demographic data to determine a targeted message, and more specifically, a targeted message for adult females at the particular time of day and location. As an example, if the demographic data indicate the set of adult females (e.g.,  304   a - 304   d ,  306 ) at a location featuring a plurality of restaurants in the middle of the day, the external processing server  108  may determine a targeted message related to lunch specials at a nearby restaurant. 
     In embodiments, the computer processor (e.g., external processing server  108 ) determines the targeted message by correlating the set of distances captured by the proximity sensor with the set of digital images captured by the image sensor. For example, the set of digital images may indicate a set of individuals (e.g.,  304   a - 304   d ,  306 ). The set of individuals indicated in the set of digital images may be displaced at various distances from the vehicle  102 , as will be correspondingly indicated in the set of distances. The computer processor may determine the targeted message by determining a message that is more relevant to the individuals with a smaller associated distance in the set of distances. 
     To illustrate, assume there are two individuals closer to the vehicle  102  (e.g., individuals  304   a  and  304   b ) than two other individuals (e.g., individuals  304   c  and  304   d ), as indicated in the demographic data. The external processing server  108  may analyze the distances in the set of distances to make this determination, and correspondingly weight the remaining data associated with the closer individuals (e.g.,  304   a ,  304   b ) more heavily than the remaining data associated with the further individuals (e.g.,  304   c ,  304   d ) when making the targeted message determination. Thus, the external processing server  108  may determine a targeted message that is relevant to some and/or all individuals (e.g.,  304   a - 304   d ,  306 ) identified in the demographic data, but that is more relevant to the closer individuals (e.g.,  304   a ,  304   b ). 
     In embodiments, determining the targeted message comprises conducting an on-line auction and bidding process. The on-line auction and bidding process may include analyzing one or more of (i) a driving behavior pattern, (ii) a vehicle telemetry indicator, (iii) a current route traveled by the vehicle, (iv) a current roadway traveled by the vehicle, (v) a historical route traveled by the vehicle, (vi) a historical roadway traveled by the vehicle, (vii) a geographic indicator corresponding to the vehicle&#39;s position, (viii) a traffic indicator, or (ix) a weather indicator (e.g., collectively referenced herein as “auction impact indicators”). The on-line auction and bidding process may take place in real-time (e.g., as the vehicle  102  drives during a vehicle trip) or prior to the vehicle trip. 
     For example, the on-line auction and bidding process may involve a number of prospective message providers (e.g., companies, individuals, advertisers). The prospective message providers may participate in the on-line auction, via their respective message provider devices  220 , by bidding on durations corresponding to a vehicle (e.g., vehicle  102 ). The durations may represent periods during which the winning prospective message provider&#39;s message will be displayed on the corresponding vehicle  102 . The periods may be divided into hours, minutes, seconds, etc. and may include various other indications. In embodiments, the durations may correspond to locations where the vehicle  102  is currently located and/or has previously driven. 
     To illustrate, assume an on-line auction takes place for displaying messages on a vehicle  102 , in accordance with various embodiments herein. The system (e.g.,  100 ,  200 ) may host prospective message providers on a server (e.g., auction host server  108 ) through the network  112  via their respective message provider devices  220 . The auction host server  108  may provide durations corresponding to periods of time when a prospective message provider&#39;s message would be displayed on the vehicle  102 . In embodiments, the auction host server  108  may provide one, some, or all of the auction impact indicators to prospective message providers before, during, or after the on-line auction. The auction host server  108  may receive bids from the prospective message providers corresponding to the various durations, and the highest bid will win the duration for displaying that prospective message provider&#39;s message. 
     As an example, assume the on-line auction referenced above takes place for the vehicle  102 . The auction host server  108  may display the durations to be auctioned for review by the prospective message providers on their respective message provider devices  220 . As mentioned above, the durations may include timestamps indicating the periods of time during a day when the winning bidder&#39;s message would be displayed. Moreover, the durations may include geotagged locations (e.g., country, state/province, county/parish, city, town, neighborhood, street address, postal code, etc.) indicating where the vehicle is likely to be at the identified time period. The auction host server  108  may receive the geotagged locations via Global Positioning System (GPS) data and/or any other suitable location data. 
     The auction may include a duration from 2:30 PM to 3:30 PM, and the duration may indicate, for example, that the vehicle  102  is likely to be in a carpool line at a local elementary school at 3:00 PM on weekdays. The auction may also include a duration from 5:30 PM to 6:30 PM, and the duration may indicate, for example, that the vehicle  102  is likely to be on a busy downtown street at 6:00 PM on weekends. The 2:30-3:30 PM duration may receive more bids from prospective message providers targeting school age children, parents, teachers, etc. Correspondingly, the 5:30-6:30 PM duration may receive more bids from prospective message providers targeting middle aged individuals, business professionals, etc. By contrast, the auction impact indicators may detract from the value of a duration. For example, a duration from 1:00 AM to 2:00 AM in a sparsely populated area may not attract much interest from prospective message providers because the viewership is likely to be minimal. 
     In embodiments, the auction host server  108  may set the opening bid prices for the durations in an auction based on the auction impact indicators. As discussed herein, the auction impact indicators may affect the number of bids attributable to a duration. Thus, certain auction impact indicators may correspond to known positive impacts on the auction (e.g., would facilitate more bids and/or a higher overall winning bid), and other auction impact indicators may correspond to known negative impacts on the auction (e.g., would facilitate fewer bids and/or a lower overall winning bid). To account for such known impacts, the auction host server  108  may generate an auction profile for a vehicle  102  and/or a driver. 
     The auction host server  108  may include one, some, or all of the auction impact indicators when generating the auction profile. Moreover, the auction host server  108  may generate an auction profile rating to quickly indicate the attractiveness of displaying messages on a vehicle  102  and/or with a driver. In one example, the auction host server  108  may analyze the driving behaviors of the driver to determine whether the driver generally drives in a cautious or risky manner. If, as an illustration, the driver consistently makes sudden movements with the vehicle  102  (e.g., turns at high speeds, changes lanes quickly, accelerates rapidly from a stop, etc.), generally drives in a risky manner (e.g., drives at night, drives in hazardous weather conditions, does not activate turning signals, drives over the speed limit), and/or otherwise drives in a manner that would produce minimal message display impact (e.g., drives in low population areas) then the auction host server  108  may lower the driver&#39;s auction profile rating to suggest that the driver may not be an ideal candidate for a prospective message provider. By contrast, if a driver consistently drives at or under the speed limit and/or makes gentle, controlled movements with the vehicle  102 , then the auction host server  108  may raise the driver&#39;s auction profile rating to suggest that the driver is an ideal candidate for a prospective message provider. 
     In embodiments, the auction host server  108  may actively update the generated auction profiles in real-time, and may display reasons why a vehicle  102  and/or driver&#39;s profile rating was raised or lowered. For example, if a vehicle&#39;s  102  profile rating is lowered 15 points during an auction, the auction host server  108  may display an indication that the vehicle  102  was recently involved in an accident, and thus may be a less desirable candidate for message display. Displaying this information facilitates a more informed bidding decision for the prospective message providers, and may increase the overall functionality of the system (e.g.,  100 ,  200 ). 
     As an example, if the auction host server  108  lowers a driver&#39;s profile rating based on driving at night, prospective message providers in the automotive lighting industry, handheld lighting industry, and the like may nonetheless be incentivized to bid on late night durations associated with that driver due to the increased likelihood of viewership in conditions relevant to their products/services. Similarly, if the auction host server  108  raises a vehicle&#39;s  102  profile rating because the vehicle  102  is a high-value sports car that is likely to attract a higher amount of attention than an average vehicle, prospective message providers in the automotive enhancement industries, sports racing industries, and the like may be incentivized to bid on durations associated with the vehicle  102  due to the increased likelihood of viewership from clientele with interest in their respective markets (e.g., performance car enthusiasts, car racing enthusiasts, etc.). 
     In embodiments, determining the targeted message comprises transmitting the demographic data to an external processing server (e.g., external processing server  108 ). Once the external processing server  108  receives the transmitted demographic data, the server  108  may determine the targeted message from the demographic data, and transmit the targeted message to the computer processor. 
     For example, at optional block  408 , the external processing server  108  transmits the targeted message to the electronic device  106 . As mentioned herein, in embodiments, the electronic display  104  and the electronic device  106  may be communicatively connected, but physically separate elements. For example, the electronic device  106  may be located in the vehicle  102  interior (e.g., as a connected component of the engine control unit (ECU)), while the electronic display  104  is disposed on the vehicle  102  exterior (e.g., the rear bumper). Thus, additionally or alternatively, the external processing server  108  may transmit the targeted message to the electronic display  104 . Optional block  408  may be performed by, for example, the electronic device  106  and/or the external processing server  108 . 
     The method  400  continues at block  410  by displaying the targeted message on the electronic display  104  for viewing by the set of individuals (e.g.,  304   a - 304   d ,  306 ) associated with the environment. Thus, the set of individuals (e.g.,  304   a - 304   d ,  306 ) may view the targeted message, and may receive the message contained therein. Block  410  may be performed by, for example, the electronic display  104 . 
     As previously discussed in reference to the on-line auction process, and in embodiments, the electronic display  104  displays the targeted message for specified durations. Thus, the electronic display  104  may receive a plurality of targeted messages for display during a plurality of durations. For example, the external processing server  108  may determine that several messages may be relevant to the set of individuals (e.g.,  304   a - 304   d ,  306 ) associated with the environment. 
     In one instance, the external processing server  108  may receive data (e.g., demographic data) indicating that the vehicle  102  is slowly moving (e.g., moving through traffic), and thus may be exposed to a similar set of individuals (e.g.,  304   a - 304   d ,  306 ) over a short period of time. In response, the external processing server  108  may conduct an on-line auction to facilitate displaying messages to the set of individuals (e.g.,  304   a - 304   d ,  306 ) over a short-term set of durations (e.g., a set of five minute durations over the course of an hour). 
     Alternatively, the external processing server  108  may receive data (e.g., demographic data) indicating that the vehicle  102  is stationary (e.g., parked in a parking lot), and thus may be exposed to a similar set of individuals (e.g.,  304   a - 304   d ,  306 ) over a long period of time. In response, the external processing server  108  may conduct an on-line auction to facilitate displaying messages to the set of individuals (e.g.,  304   a - 304   d ,  306 ) over a long-term set of durations (e.g., a set of two hour durations over the course of a day). 
     In embodiments, and responsive to displaying the targeted message on the electronic display  104 , the computer processor (e.g., electronic device  106 ) may determine one or more of (i) a benefit or (ii) an incentive associated with a policy of the vehicle in exchange for displaying the targeted message. For example, the computer processor may determine that a user has satisfactorily displayed the targeted message (e.g., the targeted message was displayed for the intended duration), and thus qualifies for a benefit associated with their (or their vehicle&#39;s  102 ) insurance policy (e.g., lower premium, lower deductible, elevated coverage level, etc.). Correspondingly, the computer processor may transmit a notification to the external processing server  108  indicating the intended benefit. The external processing server  108  may then access the insurance policy and apply the benefit to the insurance policy. In this way, the system (e.g.,  100 ,  200 ) facilitates both targeted message display for those within the electronic device&#39;s  106  FOV  302 , and an improved insurance incentive program whereby users (e.g., customers) have increased satisfaction through lower insurance rates and higher levels of service. 
     In embodiments, the computer processor (e.g., electronic device  106 ) may transmit a periodic update for display on a user interface of the vehicle  102  to provide one or more beneficial driving behaviors intended to impact a performance of the vehicle  102  in the on-line auction and bidding process. For example, and as discussed herein with respect to the on-line auction and bidding process, a driver may consistently drive over the speed limit, which may negatively impact their profile rating, as viewed by prospective message providers. Thus, the computer processor may transmit an update to the vehicle&#39;s  102  user interface to provide a beneficial driving behavior (e.g., an update suggesting that the user slow down). Additionally, the computer processor may concurrently display the predicted profile rating increase associated with the beneficial driving behavior indicated in the transmitted update. To illustrate, the update may suggest that the driver slow down, and may additionally indicate that should the driver slow down, the associated profile rating will increase by 5 points. Thus, the system (e.g.,  100 ,  200 ) may facilitate better driving habits, and the vehicle&#39;s  102  subsequent performance in the on-line auction and bidding process may be improved, by linking good driving behavior with monetary incentives (e.g., message display revenue, insurance benefits/incentives, etc.). It is to be appreciated that any suitable scoring system or metric may be used for the profile rating. 
     By providing systems and methods that allow facilitating targeted advertising on automobiles as described herein, various advantages are achieved. For example, the systems and methods provide and/or are implemented through the use of a device(s) that provide information particularly suited for use with other features of the systems and methods to facilitating targeted advertising on automobiles. Notably, the systems and methods provide a seamless, real-time solution to detecting environmental data associated with an environment of a vehicle, generating demographic data from the environmental data, determining a targeted message from the demographic data, and displaying the targeted message. Other advantages will be recognized by one of ordinary skill in the art in light of the teaching and disclosure herein. 
     As will be apparent from the above description, and as should be appreciated with respect to all examples presented herein, the functions or operations shown in  FIG. 4  may be performed in any suitable order, any desired number of times, and/or with any suitable variation to the particular order and/or combination shown so as to achieve a desired result, such as a desired manner of facilitating targeted advertising on automobiles. 
     IV. Examples of Additional Considerations 
     The following additional considerations apply to the foregoing discussion. Throughout this specification, plural instances may implement functions, components, operations, or structures described as a single instance. As noted above, although individual functions and instructions of one or more methods are illustrated and described as separate operations, one or more of the individual operations may be performed concurrently, and nothing requires that the operations be performed in the order illustrated. Structures and functionality presented as separate components in example configurations may be implemented as a combined structure or component. Similarly, structures and functionality presented as a single component may be implemented as separate components. These and other variations, modifications, additions, and improvements fall within the scope of the subject matter herein. 
     The methods described in this application may include one or more functions or routines in the form of non-transitory computer-executable instructions that are stored in a tangible computer-readable storage medium and executed using a processor of a computing device (e.g., the electronic display  104 , the electronic device  106 , the external processing server  108 , the message provider device  220 , and/or any other computing devices within the example system (e.g.,  100 ,  200 ) in any suitable combination). The routines may be included as part of any of the modules described in relation to  FIG. 1  and/or  FIG. 2  or as part of a module that is external to the system illustrated by  FIG. 1  and/or  FIG. 2 . For example, the methods or portions thereof may be part of a browser application(s) or an application(s) running on any of the devices in the example system (e.g.,  100 ,  200 ) as a plug-in or other module of the application. Further, the methods may be employed as “software-as-a-service” to provide, for example, the electronic display  104 , the electronic device  106 , the external processing server  108 , the message provider device  220 , and/or any other computing devices with access to the example system (e.g.,  100 ,  200 ). 
     Additionally, certain aspects are described herein as including logic or a number of functions, components, modules, blocks, or mechanisms. Functions may constitute either software modules (e.g., non-transitory code stored on a tangible machine-readable storage medium) or hardware modules. A hardware module is a tangible unit capable of performing certain operations and may be configured or arranged in a certain manner. In example embodiments, one or more computer systems (e.g., a standalone, client or server computer system) or one or more hardware modules of a computer system (e.g., a processor or a group of processors) may be configured by software (e.g., an application or application portion) as a hardware module that operates to perform certain operations as described herein. 
     In various embodiments, a hardware module may be implemented mechanically or electronically. For example, a hardware module may comprise dedicated circuitry or logic that is permanently configured (e.g., as a special-purpose processor, such as an application-specific integrated circuit (ASIC) to perform certain functions). A hardware module may also comprise programmable logic or circuitry (e.g., as encompassed within a general-purpose processor or other programmable processor) that is temporarily configured by software to perform certain operations. It will be appreciated that the decision to implement a hardware module mechanically, in dedicated and permanently configured circuitry, or in temporarily configured circuitry (e.g., configured by software) may be driven by cost and time considerations. 
     Accordingly, the term hardware should be understood to encompass a tangible entity, be that an entity that is physically constructed, permanently configured (e.g., hardwired), or temporarily configured (e.g., programmed) to operate in a certain manner or to perform certain operations described herein. Considering embodiments in which hardware modules are temporarily configured (e.g., programmed), each of the hardware modules need not be configured or instantiated at any one instance in time. For example, where the hardware modules comprise a general-purpose processor configured using software, the general-purpose processor may be configured as respective different hardware modules at different times. Software may accordingly configure a processor, for example, to constitute a particular hardware module at one instance of time and to constitute a different hardware module at a different instance of time. 
     Hardware and software modules may provide information to, and receive information from, other hardware and/or software modules. Accordingly, the described hardware modules may be regarded as being communicatively coupled. Where multiple of such hardware or software modules exist contemporaneously, communications may be achieved through signal transmission (e.g., over appropriate circuits and/or buses) that connect the hardware or software modules. In embodiments in which multiple hardware modules or software are configured or instantiated at different times, communications between such hardware or software modules may be achieved, for example, through the storage and retrieval of information in memory structures to which the multiple hardware or software modules have access. For example, one hardware or software module may perform an operation and store the output of that operation in a memory device to which it is communicatively coupled. A further hardware or software module may then, at a later time, access the memory device to retrieve and process the stored output. Hardware and software modules may also initiate communications with input or output devices, and may operate on a resource (e.g., a collection of information). 
     The various operations of example functions and methods described herein may be performed, at least partially, by one or more processors that are temporarily configured (e.g., by software) or permanently configured to perform the relevant operations. Whether temporarily or permanently configured, such processors may constitute processor-implemented modules that operate to perform one or more operations or functions. The modules referred to herein may, in some example embodiments, comprise processor-implemented modules. 
     Similarly, the methods or functions described herein may be at least partially processor-implemented. For example, at least some of the functions of a method may be performed by one or more processors or processor-implemented hardware modules. The performance of certain of the functions may be distributed among the one or more processors, not only residing within a single machine, but deployed across a number of machines. In some example embodiments, the processor or processors may be located in a single location (e.g., within a home environment, an office environment or as a server farm), while in other embodiments the processors may be distributed across a number of locations. 
     The one or more processors may also operate to support performance of the relevant operations in a “cloud computing” environment or as a “software as a service” (SaaS). For example, at least some of the functions may be performed by a group of computers (as examples of machines including processors), these operations being accessible via a network (e.g., the Internet) and via one or more appropriate interfaces (e.g., application program interfaces (APIs)). 
     The performance of certain of the operations may be distributed among the one or more processors, not only residing within a single machine, but deployed across a number of machines. In some example embodiments, the one or more processors or processor-implemented modules may be located in a single geographic region (e.g., within a home environment, an office environment, or a server farm). In other example embodiments, the one or more processors or processor-implemented modules may be distributed across a number of geographic regions. 
     Still further, the figures depict preferred embodiments of example systems (e.g.,  100 ,  200 ) and methods for purposes of illustration only. One of ordinary skill in the art will readily recognize from the following discussion that alternative embodiments of the structures and methods illustrated herein may be employed without departing from the principles described herein. 
     Upon reading this disclosure, those of skill in the art will appreciate still additional alternative structural and functional designs for systems and methods for facilitating targeted advertising on automobiles. Thus, while particular embodiments and applications have been illustrated and described, it is to be understood that the disclosed embodiments are not limited to the precise construction and components disclosed herein. Various modifications, changes and variations, which will be apparent to those skilled in the art, may be made in the arrangement, operation and details of the methods and apparatuses disclosed herein without departing from the spirit and scope defined in the appended claims. 
     To the extent that any meaning or definition of a term in this document conflicts with any meaning or definition of the same term in a document incorporated by reference, the meaning or definition assigned to that term in this document shall govern. While particular embodiments of the present invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention. 
     To the extent that any term recited in the claims at the end of this patent is referred to in this patent in a manner consistent with a single meaning, that is done for sake of clarity only so as to not confuse the reader, and it is not intended that such claim term be limited, by implication or otherwise, to that single meaning. 
     Although specific embodiments of the present invention have been described, it will be understood by those of skill in the art that there are other embodiments that are equivalent to the described embodiments. Accordingly, it is to be understood that the invention is not to be limited by the specific illustrated embodiments, but only by the scope of the appended claims.