Patent Publication Number: US-11030655-B2

Title: Presenting targeted content to vehicle occupants on electronic billboards

Description:
TECHNICAL FIELD 
     The present invention relates generally to presenting content (e.g., advertisements) on electronic billboards, and more particularly to presenting targeted content (e.g., advertisements) to vehicle occupants on electronic billboards while taking into consideration the risk of the driver of the vehicle getting into an accident from watching content (e.g., an advertisement). 
     BACKGROUND 
     Conventionally, advertisements may be presented on an outdoor billboard, which may be located off a street or highway for vehicle occupants to view. Billboard advertisements are designed to catch a person&#39;s attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus, there are usually only a few words, in large print, and a humorous or arresting image in brilliant color. 
     In recent years, electronic billboards (also referred to as “digital billboards”) have been used to present advertisements. Electronic billboards are billboards that show varying imagery and text created from computer programs and software. Electronic billboards can be designed to display running text, display several different advertisements from the same company, and even provide several companies a certain time slot during the day. The constantly changing texts ensure maximum impact and wide exposure to target audiences. The ability to schedule advertisements remotely, in combination with flexible real-time scheduling, has allowed for a decrease in traditional upkeep and maintenance costs. 
     While electronic billboards dynamically change advertisements, such advertisements are not necessarily individually targeted to the occupants of a vehicle traveling passed the electronic billboard. As a result, the advertisements may not be effective in garnering the interest of the driver and/or passenger. 
     Furthermore, the advertisements shown on the electronic billboard may pose a risk in the driver getting into an accident from paying too close attention to the advertisement displayed on the electronic billboard as opposed to paying attention to the road. 
     There is currently no means for taking into account the amount of risk that a driver may get into an accident based on not paying attention to the road when presenting advertisements on electronic billboards. That is, there is currently no means for taking into account the risk of distraction of the driver when presenting advertisements on electronic billboards. 
     SUMMARY 
     In one embodiment of the present invention, a method for presenting content to vehicle occupants comprises obtaining an image of occupants of a vehicle, where the vehicle occupants comprise a driver of the vehicle. The method further comprises identifying the vehicle occupants from the image. The method additionally comprises obtaining a driving history of the driver of the vehicle. Furthermore, the method comprises assessing a risk degree of the driver getting into an accident based on the driving history. Additionally, the method comprises calculating a watch ability of the vehicle occupants of the vehicle to watch contents on an electronic billboard based on the risk degree of the driver getting into the accident. In addition, the method comprises determining a content adoption probability according to the watch ability, where the content adoption probability corresponds to a probability of a content being displayed. The method further comprises determining one or more contents to be presented on the electronic billboard based on the content adoption probability. The method additionally comprises presenting the one or more contents on the electronic billboard. 
     Other forms of the embodiment of the method described above are in a system and in a computer program product. 
     The foregoing has outlined rather generally the features and technical advantages of one or more embodiments of the present invention in order that the detailed description of the present invention that follows may be better understood. Additional features and advantages of the present invention will be described hereinafter which may form the subject of the claims of the present invention. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       A better understanding of the present invention can be obtained when the following detailed description is considered in conjunction with the following drawings, in which: 
         FIG. 1  illustrates a communication system for presenting targeted advertisements to vehicle occupants on electronic billboards in accordance with an embodiment of the present invention; 
         FIG. 2  illustrates an embodiment of the present invention of a hardware configuration of an advertisement decider which is representative of a hardware environment for practicing the present invention; 
         FIGS. 3A-3B  are a flowchart of a method for presenting targeted advertisements on electronic billboards to vehicle occupants while taking into account the risk that a driver may get into an accident by not paying attention to the road when presenting the advertisements on the electronic billboards in accordance with an embodiment of the present invention; 
         FIG. 4  is a flowchart of a method for calculating advertisement adoption probabilities in accordance with an embodiment of the present invention; 
         FIG. 5  is a flowchart of a method for presenting advertisements on electronic billboards based on advertisement adoption probabilities, where the presentation time period is assigned according to the advertisement adoption probability, in accordance with an embodiment of the present invention; 
         FIG. 6  is a flowchart of a method for presenting advertisements on electronic billboards based on advertisement adoption probabilities, where the presentation time period is not assigned according to the advertisement adoption probability, in accordance with an embodiment of the present invention; 
         FIG. 7  illustrates the various number of display sections that may exist on an electronic billboard in accordance with an embodiment of the present invention; and 
         FIG. 8  is a flowchart of a method for updating the number of vehicle occupants viewing the advertisement(s) shown on the electronic billboard in accordance with an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     The present invention comprises a method, system and computer program product for presenting content (e.g., advertisements) to vehicle occupants. In one embodiment of the present invention, an image of the occupants of the vehicle is obtained, where such an image may be obtained from a camera attached to an electronic billboard. The vehicle occupants, such as the driver, are then identified from the image, such as using facial recognition software to match a captured image of the driver with a pre-existing image of the driver. After obtaining the driving history of the driver, which includes any information that indicates a risk posed to the driver in not paying attention to the road, whether from viewing advertisements of a particular topic or otherwise, a risk degree of the driver getting into an accident from viewing an advertisement on the electronic billboard is assessed. A “watch ability” of the vehicle occupants of the vehicle to watch advertisements is calculated, based, at least in part, on the driver&#39;s risk degree. “Watch ability,” as used herein, refers to the ability of the vehicle occupants to view the advertisement(s) on the electronic billboard taking into consideration the risk posed to the driver getting into an accident from viewing an advertisement on the electronic billboard. If the value of the watch ability exceeds a threshold value, then the advertisement preferences of the vehicle occupants are obtained. “Advertisement preferences,” as used herein, include information directed to a vehicle occupant&#39;s topics of interest, advertisements of interest, a particular advertisement pattern, such as a sequence of particular advertisements, including a sequence of advertisements on various specified topics, etc. Furthermore, the advertisement adoption probability is determined according to the advertisement preferences of the vehicle occupants and the watch ability. The “advertisement adoption probability,” as used herein, refers to a probability of an advertisement being displayed. The advertisements to be presented on the electronic billboard to the vehicle occupants are then determined based on the advertisement adoption probability. The advertisements are then presented on the outdoor electronic billboard. In this manner, advertisements targeted to the vehicle occupants are presented on the electronic billboard while taking into consideration the amount of risk of the driver getting into an accident from presenting such advertisements. By targeting advertisements to the vehicle occupants, such advertisements are more likely to be effective in garnering interest from the vehicle occupants. 
     In the following description, numerous specific details are set forth to provide a thorough understanding of the present invention. However, it will be apparent to those skilled in the art that the present invention may be practiced without such specific details. In other instances, well-known circuits have been shown in block diagram form in order not to obscure the present invention in unnecessary detail. For the most part, details considering timing considerations and the like have been omitted inasmuch as such details are not necessary to obtain a complete understanding of the present invention and are within the skills of persons of ordinary skill in the relevant art. 
     While the following discusses the present invention in connection with presenting targeted advertisements to vehicle occupants of an automobile on electronic billboards, the principles of the present invention may be applied to any moving vehicle, such as a train, where people may view advertisements on a billboard outside of a moving vehicle. A person of ordinary skill in the art would be capable of applying the principles of the present invention to such implementations. Further, embodiments applying the principles of the present invention to such implementations would fall within the scope of the present invention. 
     Furthermore, while the following discusses the present invention in connection with presenting targeted advertisements to vehicle occupants on electronic billboards, the principles of the present invention may be applied to presenting targeted advertisements on signs, such as street signs. A person of ordinary skill in the art would be capable of applying the principles of the present invention to such implementations. Further, embodiments applying the principles of the present invention to such implementations would fall within the scope of the present invention. 
     Additionally, while the following discusses the present invention in connection with presenting targeted advertisements to vehicle occupants on electronic billboards, the principles of the present invention may be applied to presenting other types of content, such as birthday wishes, on electronic billboards. For example, while the following discusses the use of “advertisements,” “advertisement preferences,” and “advertisement adoption probability,” such terms may apply to “content” in the general sense which includes written matter, illustrations and/or music. A person of ordinary skill in the art would be capable of applying the principles of the present invention to such implementations. Further, embodiments applying the principles of the present invention to such implementations would fall within the scope of the present invention. 
     Referring now to the Figures in detail,  FIG. 1  illustrates a communication system  100  for presenting targeted advertisements to vehicle occupants (e.g., driver, passengers) on electronic billboards in accordance with an embodiment of the present invention. 
     As shown in  FIG. 1 , system  100  includes a vehicle  101  (e.g., automobile) traveling along a road  102  (e.g., street, highway). The occupants of vehicle  101  include a driver  103  and perhaps a passenger(s)  104 , such as shown in  FIG. 1 . 
     In one embodiment, an image of the vehicle occupants may be obtained via a camera  105  (also referred to herein as the “tower camera”) that may be attached to an electronic billboard  106  configured to display one or more advertisements that are targeted to the occupants of vehicle  101 . “Vehicle occupants,” as used herein, refer to the driver as well as any passengers of vehicle  101 . While  FIG. 1  illustrates a single camera  105 , it is noted that principles of the present invention are not to be limited to such a depiction and that embodiments of the present invention may include multiple cameras  105 . 
     In one embodiment, camera  105  consists of multiple (e.g., two) near-infrared cameras with spectral sensitivity above (upper band) and below (lower band) the 1.4 μm threshold point, respectively. In one embodiment, during overcast days and during the nighttime, the scene is safely illuminated with an eyesafe near-infrared illuminator. The near-infrared cameras can also provide clear imaging signals even in certain foul weather situations, such as in hazy conditions. In one embodiment, in order to obtain a clear image of the vehicle occupants, the co-registered imaging signals are fused from the lower and upper band cameras. Because of the abrupt change in the reflectance for human skin around 1.4 the fusion of the images results in the intensification of the occupant face silhouettes and the diminution of the background. This increased contrast allows for perfect segmentation that leaves only the face blobs of the vehicle occupants in the final processed image. In one embodiment, such a clean-cut binary image will ensure the reliable and fast operation of the pattern classifier (used to identify an individual associated with the image of that person) that will perform the vehicle occupant detection task as a post-processing calculation. Such processing may be performed by applications stored and executed on advertisement decider  107  (discussed further below). 
     In one embodiment, images captured by camera  105  are sent to advertisement decider  107  via a network  108  to be processed as discussed further below. 
     In one embodiment, camera  105  is part of the Xerox® vehicle passenger detection system configured to obtain an image of the vehicle occupants (e.g., driver  103 , passenger  104 ), which is used to identify the vehicle occupants as discussed below. In such an embodiment, camera(s)  105 , illuminators (not shown) and the electronics package (include video image processor) (not shown) are attached to electronic billboard  106 . 
     In one embodiment, advertisement decider  107  compares the captured images of the vehicle occupants (captured by camera  105 ) with images stored in a database  109  of users who had previously registered to participate in having targeted advertisements shown to them on electronic billboards  106 . In one embodiment, database  109  is connected to advertisement decider  107  via network  108 . In one embodiment, users may register with a service on a website to participate in having targeted advertisements shown to them on electronic billboards  106 . The user may provide various information, such as topics of interest, advertisements of interest, the number of vehicle occupants that typically ride in the user&#39;s vehicle who may view an advertisement on electronic billboard  106 , vehicle information, such as the license plate number, etc. as well as submit an image to be stored in database  109  that is used to identify them when they are traveling along road  102 . Information, such as topics of interests and advertisements of interests, is referred to herein as “advertisement preferences.” Furthermore, the advertisement preferences of the users may include a particular advertisement pattern, such as a sequence of particular advertisements, including a sequence of advertisements on various specified topics. 
     In one embodiment, advertisement decider  107  executes applications, such as facial recognition applications, configured to uniquely identify a person by comparing and analyzing patterns based on the person&#39;s facial contours shown in the stored and captured images, where the “stored images” refer to the images provided by the user which are stored in database  109  and the “captured images” refer to the images captured by camera  105  which may also be stored in database  109 . 
     In one embodiment, advertisement decider  107  is configured to identify the orientation of the faces of the vehicle occupants (shown by arrows in  FIG. 1 ) captured by camera  105 . Such images may be analyzed using the maximum likelihood (ML)-Kalman face orientation estimation or the continuous density Hidden Markov Model (CDHMM) face orientation estimation. Such estimation algorithms are applications stored and executed on advertisement decider  107 . 
     The information pertaining to the orientation of the faces of the vehicle occupants may be stored in database  109  and used by advertisement decider  107  to determine how many vehicle occupants are viewing or potentially able to view advertisement(s) shown on electronic billboard  106 . Such information is used by advertisement decider  107  to determine the likelihood that the vehicle occupants will watch or are watching the advertisement(s) on electronic billboard  106 , which is one of the factors in calculating the “watch ability” of the vehicle occupants of vehicle  101 . For example, if the orientations of the faces are directed to electronic billboard  106 , then it may be deduced that those vehicle occupants are viewing or likely to view an advertisement on electronic billboard  106 . “Watch ability,” as used herein, refers to the ability of the vehicle occupants to view the advertisement(s) on electronic billboard  106  taking into consideration the risk posed to driver  103  in getting into an accident from viewing an advertisement on electronic billboard  106 . 
     Furthermore, as shown in  FIG. 1 , the vehicle&#39;s location may be obtained from global positioning system (GPS) information obtained from one or more of the vehicle occupants, such as via a mobile device  110  in the possession of one of the vehicle occupants. In one embodiment, the GPS information is provided to advertisement decider  107  via network  108  after the user of mobile device  110  has granted permission to provide such information to advertisement decider  107  during the registration process discussed above. 
     In one embodiment, the speed of vehicle  101  is determined by advertisement decider  107  using such GPS information. In one embodiment, the speed of vehicle  101  is equal to the distance covered divided by the time taken. For example, by using two GPS points (locations), the distance covered by vehicle  101  can be determined corresponding to the distance difference between the two GPS points. The traveling time between such GPS coordinates can be tracked by advertisement decider  107  thereby determining how long it took the vehicle to travel between those two points. The speed of vehicle  101  can then be determined based on the distance traveled between those two points over that time. 
     Referring again to  FIG. 1 , advertisement decider  107  is configured to present advertisement(s) on electronic billboard  106  that are targeted to the vehicle occupants while taking into consideration the risk posed to the driver getting into an accident from paying too close attention to the advertisement displayed on electronic billboard  106  as opposed to paying attention to the road as discussed further below. For example, after obtaining an image of driver  103  of vehicle  101  and identifying driver  103  based on matching the image captured by camera  105  with a previously stored image of driver  103 , the driver&#39;s driving history (also referred to as the driver&#39;s driving behavior) may be obtained by advertisement decider  107 . The “driver&#39;s driving history” or “driver&#39;s driving behavior,” as used herein, refers to any information that indicates a risk posed to the driver in not paying attention to the road, whether from viewing advertisements of a particular topic or otherwise. Such information may be obtained based on questions presented to driver  103  during registration, such as whether driver  103  talks on his/her cell phone while driving, texting while driving, eating while driving, etc. Such positive answers to such questions may indicate a driver who is more easily distracted. Other information may include traffic violations, such as for failure to pay attention, which may be obtained by advertisement decider  107  from publicly accessible databases storing traffic violations. If driver  103  has a large number of traffic violations, especially for not paying attention, it may indicate that driver  103  is more easily distracted and therefore a higher risk for getting into an accident from viewing an advertisement, such as an advertisement of interest, on electronic billboard  106 . A description of the hardware configuration of advertisement decider  107  is provided below in connection with  FIG. 2 . 
     Furthermore, database  109  may store various types of information, in addition to the registration information (e.g., topics of interest, advertisements of interest) discussed above as well as images captured by camera  105  and images provided by the vehicle occupants. For example, database  109  may store the advertisements to be presented. Additionally, database  109  may store the presentation patterns of the advertisements, such as which advertisements are to be shown in what order, including in which display section of electronic billboard  106  if electronic billboard  106  has multiple display sections. In another example, database  109  may not only store the user&#39;s topics of interest but also the degree of such interests, which may be provided by the user during registration. Furthermore, as discussed above, database  109  may store the number of passengers currently viewing the advertisement(s) shown on electronic billboard  106 . Additionally, database  109  may store the number of vehicle occupants that typically ride in vehicle  101  who may view an advertisement on electronic billboard  106 , where such information is provided by driver  103  of vehicle  101  during registration. Furthermore, database  109  may store the number of display sections for each electronic billboard  106  alongside road  102 . 
     While the foregoing discusses a single database storing such information, it is noted that the principles of the present invention are not to be limited in such a manner. System  100  may include multiple databases, where each database stores unique information, such as a database storing the user&#39;s topics of interest, a database storing advertisements to be presented on electronic billboard  106 , a database storing images captured by camera  105 , a database storing GPS information for vehicle  101 , a database storing driving behavior of various registered users, etc. 
     Furthermore, system  100  is not to be limited in scope to any one particular architecture. System  100  may include any number of vehicles  101 , roads  102 , drivers  103 , passengers  104 , cameras  105 , electronic billboards  106 , advertisement deciders  107 , networks  108 , databases  109  and mobile devices  110 . For example, system  100  may include several electronic billboards  102  placed alongside road  102 . 
     Referring now to  FIG. 2 ,  FIG. 2  illustrates a hardware configuration of advertisement decider  107  ( FIG. 1 ) which is representative of a hardware environment for practicing the present invention. Referring to  FIG. 2 , advertisement decider  107  has a processor  201  coupled to various other components by system bus  202 . An operating system  203  runs on processor  201  and provides control and coordinates the functions of the various components of  FIG. 2 . An application  204  in accordance with the principles of the present invention runs in conjunction with operating system  203  and provides calls to operating system  203  where the calls implement the various functions or services to be performed by application  204 . Application  204  may include, for example, facial recognition software, orientation estimation programs as well as a program for presenting advertisements on electronic billboard  106  ( FIG. 1 ) that are targeted to the vehicle occupants while taking into consideration the risk posed to the driver getting into an accident from paying too close attention to the advertisement displayed on electronic billboard  106  as opposed to paying attention to the road as discussed below in association with  FIGS. 3A-3B and 4-8 . 
     Referring again to  FIG. 2 , read-only memory (“ROM”)  205  is coupled to system bus  202  and includes a basic input/output system (“BIOS”) that controls certain basic functions of advertisement decider  107 . Random access memory (“RAM”)  206  and disk adapter  207  are also coupled to system bus  202 . It should be noted that software components including operating system  203  and application  204  may be loaded into RAM  206 , which may be advertisement decider&#39;s  107  main memory for execution. Disk adapter  207  may be an integrated drive electronics (“IDE”) adapter that communicates with a disk unit  208 , e.g., disk drive. It is noted that the program for presenting advertisements on electronic billboard  106  that are targeted to the vehicle occupants while taking into consideration the risk posed to the driver getting into an accident from paying too close attention to the advertisement displayed on electronic billboard  106 , as discussed below in association with  FIGS. 3A-3B and 4-8 , may reside in disk unit  208  or in application  204 . 
     Advertisement decider  107  may further include a communications adapter  209  coupled to bus  202 . Communications adapter  209  interconnects bus  202  with an outside network (e.g., network  108  of  FIG. 1 ) thereby allowing advertisement decider  107  to communicate with camera  105 , electronic billboard  106 , database  109  and mobile device  110 . 
     The present invention may be a system, a method, and/or a computer program product. The computer program product may include a computer readable storage medium (or media) having computer readable program instructions thereon for causing a processor to carry out aspects of the present invention. 
     The computer readable storage medium can be a tangible device that can retain and store instructions for use by an instruction execution device. The computer readable storage medium may be, for example, but is not limited to, an electronic storage device, a magnetic storage device, an optical storage device, an electromagnetic storage device, a semiconductor storage device, or any suitable combination of the foregoing. A non-exhaustive list of more specific examples of the computer readable storage medium includes the following: a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), a static random access memory (SRAM), a portable compact disc read-only memory (CD-ROM), a digital versatile disk (DVD), a memory stick, a floppy disk, a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon, and any suitable combination of the foregoing. A computer readable storage medium, as used herein, is not to be construed as being transitory signals per se, such as radio waves or other freely propagating electromagnetic waves, electromagnetic waves propagating through a waveguide or other transmission media (e.g., light pulses passing through a fiber-optic cable), or electrical signals transmitted through a wire. 
     Computer readable program instructions described herein can be downloaded to respective computing/processing devices from a computer readable storage medium or to an external computer or external storage device via a network, for example, the Internet, a local area network, a wide area network and/or a wireless network. The network may comprise copper transmission cables, optical transmission fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers. A network adapter card or network interface in each computing/processing device receives computer readable program instructions from the network and forwards the computer readable program instructions for storage in a computer readable storage medium within the respective computing/processing device. 
     Computer readable program instructions for carrying out operations of the present invention may be assembler instructions, instruction-set-architecture (ISA) instructions, machine instructions, machine dependent instructions, microcode, firmware instructions, state-setting data, or either source code or object code written in any combination of one or more programming languages, including an object oriented programming language such as Smalltalk, C++ or the like, and conventional procedural programming languages, such as the “C” programming language or similar programming languages. The computer readable program instructions may execute entirely on the user&#39;s computer, partly on the user&#39;s computer, as a stand-alone software package, partly on the user&#39;s computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user&#39;s computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider). In some embodiments, electronic circuitry including, for example, programmable logic circuitry, field-programmable gate arrays (FPGA), or programmable logic arrays (PLA) may execute the computer readable program instructions by utilizing state information of the computer readable program instructions to personalize the electronic circuitry, in order to perform aspects of the present invention. 
     Aspects of the present invention are described herein with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer readable program instructions. 
     These computer readable program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks. These computer readable program instructions may also be stored in a computer readable storage medium that can direct a computer, a programmable data processing apparatus, and/or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including instructions which implement aspects of the function/act specified in the flowchart and/or block diagram block or blocks. 
     The computer readable program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable apparatus or other device to produce a computer implemented process, such that the instructions which execute on the computer, other programmable apparatus, or other device implement the functions/acts specified in the flowchart and/or block diagram block or blocks. 
     The flowchart and block diagrams in the Figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods, and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logical function(s). In some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts or carry out combinations of special purpose hardware and computer instructions. 
     As stated in the Background section, in recent years, electronic billboards (also referred to as “digital billboards”) have been used to present advertisements. Electronic billboards are billboards that show varying imagery and text created from computer programs and software. Electronic billboards can be designed to display running text, display several different advertisements from the same company, and even provide several companies a certain time slot during the day. The constantly changing texts ensure maximum impact and wide exposure to target audiences. The ability to schedule advertisements remotely, in combination with flexible real-time scheduling, has allowed for a decrease in traditional upkeep and maintenance costs. While electronic billboards dynamically change advertisements, such advertisements are not necessarily individually targeted to the occupants of a vehicle traveling passed the electronic billboard. As a result, the advertisements may not be effective in garnering the interest of the driver and/or passenger. Furthermore, the advertisements shown on the electronic billboard may pose a risk in the driver getting into an accident from paying too close attention to the advertisement displayed on the electronic billboard as opposed to paying attention to the road. There is currently no means for taking into account the amount of risk that a driver may get into an accident based on not paying attention to the road when presenting advertisements on electronic billboards. That is, there is currently no means for taking into account the risk of distraction of the driver when presenting advertisements on electronic billboards. 
     The embodiments of the present invention provide a means for presenting targeted advertisements on electronic billboards to vehicle occupants while taking into account the risk that a driver may get into an accident by not paying attention to the road when presenting the advertisements on the electronic billboards as discussed below in connection with  FIGS. 3A-3B and 4-8 .  FIGS. 3A-3B  are a flowchart of a method for presenting targeted advertisements on electronic billboards to vehicle occupants while taking into account the risk that a driver may get into an accident by not paying attention to the road when presenting the advertisements on the electronic billboards.  FIG. 4  is a flowchart of a method for calculating advertisement adoption probabilities.  FIG. 5  is a flowchart of a method for presenting advertisements on electronic billboards based on advertisement adoption probabilities, where the presentation time period is assigned according to the advertisement adoption probability.  FIG. 6  is a flowchart of a method for presenting advertisements on electronic billboards based on advertisement adoption probabilities, where the presentation time period is not assigned according to the advertisement adoption probability.  FIG. 7  illustrates the various number of display sections that may exist on an electronic billboard.  FIG. 8  is a flowchart of a method for updating the number of vehicle occupants viewing the advertisement(s) shown on the electronic billboard. 
     As stated above,  FIGS. 3A-3B  are a flowchart of a method  300  for presenting targeted advertisements on electronic billboards to vehicle occupants while taking into account the risk that a driver may get into an accident by not paying attention to the road when presenting the advertisements on the electronic billboards in accordance with an embodiment of the present invention. 
     Referring to  FIG. 3A , in conjunction with  FIGS. 1-2 , in step  301 , advertisement decider  107  obtains an image of the occupants of vehicle  101 , such as driver  103  and any passengers  104 , if applicable. As discussed above, such an image may be obtained from camera  105 . 
     In step  302 , advertisement decider  107  identifies the vehicle occupants, including driver  103  of vehicle  101 , from the image captured in step  301 . As discussed above, in one embodiment, advertisement decider  107  executes applications, such as facial recognition applications, configured to uniquely identify a person by comparing and analyzing patterns based on the person&#39;s facial contours shown in the stored and captured images, where the “stored images” refer to the images provided by the user (e.g., driver  103 ) during the registration process which are stored in database  109  and the “captured images” refer to the images captured by camera  105  which may also be stored in database  109 . 
     In step  303 , advertisement decider  107  obtains the driving history of driver  103 . As discussed above, in one embodiment, the driver&#39;s driving history is stored in database  109  and obtained by advertisement decider  107  via network  108 . The “driver&#39;s driving history” or “driver&#39;s driving behavior,” as used herein, refers to any information that indicates a risk posed to the driver in not paying attention to the road, whether from viewing advertisements of a particular topic or otherwise. Such information may obtained based on questions presented to driver  103  during registration, such as whether driver  103  talks on his/her cell phone while driving, texting while driving, eating while driving, etc. Such positive answers to such questions may indicate a driver who is more easily distracted. Other information may include traffic violations, such as for failure to pay attention, which may be obtained by advertisement decider  107  from publicly accessible databases storing traffic violations. If driver  103  has a large number of traffic violations, especially for not paying attention, it may indicate that driver  103  is more easily distracted and therefore a higher risk for getting into an accident. 
     In step  304 , advertisement decider  107  assesses the risk degree of driver  103  based on the driver&#39;s driving history. For example, the driver&#39;s driving history may indicate traffic violations for failure to pay attention. Such driving history may suggest that the driver is more easily distracted and therefore a higher risk for getting into an accident. In one embodiment, advertisement decider  107  generates a score (d) corresponding to a risk degree based on the analysis of the driver&#39;s driving history. Such an analysis may involve natural language processing where keywords, such as “failure to pay attention,” are identified in traffic violations or identifying the driver&#39;s admission to “eating while driving” in a questionnaire. In one embodiment, the higher the value of the score (d), the greater the risk degree (i.e., the greater the risk that driver  103  will be involved in an accident for failure to pay attention to the road). 
     In step  305 , advertisement decider  107  obtains a speed of vehicle  101  to determine the amount of time to view the advertisement(s) on electronic billboard  106 . As discussed above, in one embodiment, the speed of vehicle  101  is determined by advertisement decider  107  using GPS information provided by mobile device  110  of one of the vehicle occupants of vehicle  101 . In one embodiment, the speed of vehicle  101  is equal to the distance covered divided by the time taken. For example, by using two GPS points (locations), the distance covered by vehicle  101  can be determined corresponding to the distance difference between the two GPS points. The traveling time between such GPS coordinates can be tracked by advertisement decider  107  thereby determining how long it took the vehicle to travel between those two points. The speed of vehicle  101  can then be determined based on the distance traveled between those two points over that time. 
     In step  306 , advertisement decider  107  determines the likelihood that the vehicle occupants will watch advertisement(s) on electronic billboard  106  on the basis of the image of the vehicle occupants. As discussed above, in one embodiment, advertisement decider  107  is configured to identify the orientation of the faces of the vehicle occupants (shown by arrows in  FIG. 1 ) captured by camera  105 . Such images may be analyzed using the maximum likelihood (ML)-Kalman face orientation estimation or the continuous density Hidden Markov Model (CDHMM) face orientation estimation. Such estimation algorithms are applications stored and executed on advertisement decider  107 . The information pertaining to the orientation of the faces of the vehicle occupants may be stored in database  109  and used by advertisement decider  107  to determine how many vehicle occupants are viewing or potentially able to view advertisement(s) shown on electronic billboard  106 . Such information is used by advertisement decider  107  to determine the likelihood that the vehicle occupants will watch or are watching the advertisement(s) on electronic billboard  106 . For example, if the orientations of the faces are directed to electronic billboard  106 , then it may be deduced that those vehicle occupants are viewing or likely to view an advertisement on electronic billboard  106 . 
     In step  307 , advertisement decider  107  calculates a “watch ability” of the vehicle occupants of vehicle  101  to watch advertisements on electronic billboard  106  on the basis of the driver&#39;s risk degree, amount of time the vehicle occupants have to view the advertisement(s) and the likelihood that the vehicle occupants will watch advertisement(s). “Watch ability,” as used herein, refers to the ability of the vehicle occupants to view the advertisement(s) on electronic billboard  106  taking into consideration the risk posed to driver  103  getting into an accident from viewing an advertisement on electronic billboard  106 . Such a watch ability is a real-time watch ability as discussed herein. 
     In one embodiment, the watch ability (g) is the following:
 
 g =( n−d )/ v  
 
     where n corresponds to the number of vehicle occupants who are likely to watch advertisement(s) on electronic billboard  106  based on the orientation of the faces of the vehicle occupants as discussed above in step  306 , d corresponds to the driver&#39;s risk degree (see step  304 ) and v corresponds to the speed of vehicle  101  (see step  305 ). In one embodiment, the number of vehicle occupants who are likely to watch advertisement(s) on electronic billboard  106  based on the orientation of the faces of the vehicle occupants may be stored in database  109 . If such information is not already stored in database  109 , then, in one embodiment, advertisement decider  107  sets that value to equal 0. In one embodiment, if the velocity of vehicle  101  is not greater than a minimum amount of speed, such as a value regarded as the vehicle being stopped, then, in one embodiment, advertisement decider  107  sets that value to equal a value of 1. 
     In one embodiment, the value of the watch ability is stored in database  109 . 
     In step  308 , advertisement decider  107  determines whether the value of the watch ability is greater than a threshold value, which may be user-specified. 
     If the watch ability is not greater than a threshold value, then, in step  309 , advertisement decider  107  does not present advertisements to the vehicle occupants on electronic billboard  106 . In this manner, driver safety is taken into consideration, and by not showing a potentially distracting advertisement, an accident may have been prevented. 
     Referring to  FIG. 3B , in conjunction with  FIGS. 1-2 , if, however, the watch ability is greater than a threshold value, then, in step  310 , advertisement decider  107  obtains the advertisement preferences of the vehicle occupants. “Advertisement preferences,” as used herein, include information directed to a vehicle occupant&#39;s topics of interest, advertisements of interest, a particular advertisement pattern, such as a sequence of particular advertisements, including a sequence of advertisements on various specified topics, etc. Such information may have been provided by the vehicle occupant upon registration. 
     In step  311 , advertisement decider  107  determines the advertisement adoption probability according to the advertisement preferences of the vehicle occupants and the watch ability. The “advertisement adoption probability,” as used herein, refers to a probability of an advertisement being displayed. A method of calculating the advertisement adoption probability is discussed below in connection with  FIG. 4 . 
       FIG. 4  is a flowchart of a method  400  for calculating advertisement adoption probabilities in accordance with an embodiment of the present invention. 
     Referring to  FIG. 4 , in conjunction with  FIGS. 1-2 and 3A-3B , in step  401 , advertisement decider  107  selects a vehicle  101 , k, in the vicinity on the basis of GPS information obtained in step  305  (obtained in step  305  to determine the speed of vehicle  101 ). 
     In step  402 , advertisement decider  107  retrieves from database  109  the watch ability, g k , of the selected vehicle  101 . 
     In step  403 , advertisement decider  107  retrieves from database  109  a topic of interest, s, of the vehicle occupants and a degree of interest r s,k  of each of the topics of interest s. In one embodiment, the degree of interest may be determined by advertisement decider  107  based on information provided by the vehicle occupant during registration, such as indicating how strong of an interest (e.g., indicating a value from 0 to 10, where 10 indicates the highest interest) on various topics (e.g., sports, travel). In this manner, advertisement decider  107  may determine which interests, and as a result, which advertisements that most, if not at all, of the vehicle occupants have an interest in viewing. Furthermore, user preferences of multiple vehicle occupants are utilized and integrated as discussed below. 
     In step  404 , advertisement decider  107  calculates an average r s  of the degree of interest of the topic s. In one embodiment, the average of the degree of interest equals: 
     
       
         
           
             
               
                 
                   
                     r 
                     s 
                   
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                       ⁢ 
                       
                         
                           g 
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                           r 
                           
                             s 
                             , 
                             k 
                           
                         
                       
                     
                     
                       
                         ∑ 
                         k 
                       
                       ⁢ 
                       
                         g 
                         k 
                       
                     
                   
                 
               
               
                 
                   ( 
                   1 
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     In step  405 , advertisement decider  107  calculates an advertisement adoption probability P a  of advertisement a as shown below: 
     
       
         
           
             
               
                 
                   
                     p 
                     a 
                   
                   = 
                   
                     
                       
                         ∑ 
                         
                           s 
                           ∈ 
                           
                             S 
                             a 
                           
                         
                       
                       ⁢ 
                       
                         r 
                         s 
                       
                     
                     
                       
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                         r 
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     where S is a set of all topics and S a  is a set of topics related to advertisement a. 
     Returning to  FIG. 3B , in conjunction with  FIGS. 1-2 and 4 , in step  312 , advertisement decider  107  determines the advertisements to be presented on electronic billboard  106  to the vehicle occupants based on the advertisement adoption probability. 
     In step  313 , advertisement decider  107  presents the advertisements on outdoor electronic billboard  106 . 
     In this manner, advertisements targeted to the vehicle occupants are presented on electronic billboard  106  while taking into consideration the amount of risk of driver  103  getting into an accident from presenting such advertisements. By targeting advertisements to the vehicle occupants, such advertisements are more likely to be effective in garnering interest from the vehicle occupants. 
     A discussion regarding presenting advertisements on electronic billboards  106  based on the advertisement adoption probabilities is provided below in connection with  FIGS. 5-6 . 
       FIG. 5  is a flowchart of a method  500  for presenting advertisements on electronic billboards  106  based on advertisement adoption probabilities, where the presentation time period is assigned according to the advertisement adoption probability, in accordance with an embodiment of the present invention. 
     Referring to  FIG. 5 , in conjunction with  FIGS. 1-2, 3A-3B and 4 , in step  501 , advertisement decider  107  extracts the top N max  number of advertisements with adoption probabilities exceeding a threshold value, which may be user-specified, where N max  is the maximum number of advertisements to be adopted. 
     In step  502 , advertisement decider  107  excludes advertisements with an adoption probability of p min  or less, where p min  is the minimum adoption probability of advertisement to be adopted. 
     In step  503 , advertisement decider  107  sorts the advertisements in an ascending order of adoption probability. 
     In step  504 , advertisement decider  107  calculates the presentation time period (τ i ) as shown below: 
     
       
         
           
             
               
                 
                   
                     τ 
                     i 
                   
                   = 
                   
                     
                       Tp 
                       i 
                     
                     
                       
                         ∑ 
                         
                           t 
                           = 
                           1 
                         
                         N 
                       
                       ⁢ 
                       
                         p 
                         i 
                       
                     
                   
                 
               
               
                 
                   ( 
                   3 
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     where N corresponds to the initial number of advertisements to be adopted, T corresponds to the maximum time period of presentation on electronic billboard  106 , and p i  corresponds to the adoption probability of advertisement i. 
     In step  505 , advertisement decider  107  sets the parameter i to equal the value of 1. 
     In step  506 , advertisement decider  107  retrieves from database  109  a presentation pattern according to the number of display sections on electronic billboard  106 . 
     In step  507 , advertisement decider  107  presents a pattern of advertisements for τ i  seconds 
     In step  508 , advertisement decider  107  excludes the advertisements whose adoption probability is less than P i+1 . 
     In step  509 , advertisement decider  107  increments i by a value of one. 
     In step  510 , a determination is made by advertisement decider  107  as to whether i equals the initial number of advertisements to be adopted. 
     If i does not equal the initial number of advertisements to be adopted, then, in step  506 , advertisement decider  107  retrieves from database  109  a next presentation pattern according to the number of display sections on electronic billboard  106 . 
     If, however, i does equal the initial number of advertisements to be adopted, then, in step  511 , advertisement decider  107  completes the presentation of advertisements on electronic billboard  106 . 
     An alternative method for presenting advertisements is discussed below in connection with  FIG. 6 . 
       FIG. 6  is a flowchart of a method  600  for presenting advertisements on electronic billboards  106  based on advertisement adoption probabilities, where the presentation time period is not assigned according to the advertisement adoption probability, in accordance with an embodiment of the present invention. 
     Referring now to  FIG. 6 , in conjunction with  FIGS. 1-2, 3A-3B and 4 , in step  601 , advertisement decider  107  extracts the top N max  number of advertisements with adoption probabilities exceeding a threshold value, which may be user-specified, where N max  is the maximum number of advertisements to be adopted. 
     In step  602 , advertisement decider  107  excludes advertisements with an adoption probability of p min  or less, where p min  is the minimum adoption probability of advertisement to be adopted. 
     In step  603 , advertisement decider  107  retrieves from database  109  a presentation pattern according to the number of display sections on electronic billboard  106 . 
     In step  604 , advertisement decider  107  presents the pattern of advertisements for T seconds, where T is the maximum time period of presentation on electronic billboard  106 . 
     As discussed above, electronic billboard  106  may include various display sections as shown in  FIG. 7 . 
       FIG. 7  illustrates the various number of display sections that may exist on electronic billboard  106  in accordance with an embodiment of the present invention. 
     Referring to  FIG. 7 , electronic billboard  106  may include four display sections  701 A- 701 D, where section  701 A corresponds to the maximum adoption probability, followed by section  701 B corresponding to the next maximum adoption probability followed by section  701 C corresponding to the next maximum adoption probability followed by section  701 D corresponding to the minimum adoption probability. Sections  701 A- 701 D may collectively or individually be referred to as sections  701  or section  701 , respectively. In one embodiment, each section  701  may have a unique presentation pattern of advertisements. In one embodiment, the presentation patterns of advertisements that are most desired to be watched by the vehicle occupants based, at least in part, on the preferences of the vehicle occupants, are shown in sections with the greatest adoption probability. In one embodiment, the presentation patterns of advertisements are presented in particular sections  701  of electronic billboard  106  based on the orientation of the vehicle occupants. For example, advertisement presentation pattern #1 may be shown on section  701 A which is targeted to passenger #1 whose face orientation is directed to section  701 A and advertisement presentation pattern #2 is shown on section  701 B which is targeted to passenger #2 whose face orientation is directed to section  701 B. As discussed above, the presentation pattern of advertisements is based, at least in part, on the topics or advertisements of interests of the user(s) (e.g., passenger(s) of vehicle  101 ). 
     Furthermore, as shown in  FIG. 7 , electronic billboard  106  may include three display sections  702 A- 702 C, where section  702 A corresponds to the maximum adoption probability, followed by section  702 B corresponding to the next maximum adoption probability followed by section  702 C corresponding to the minimum adoption probability. Sections  702 A- 702 C may collectively or individually be referred to as sections  702  or section  702 , respectively. As discussed above, in one embodiment, each section  702  may have a unique presentation pattern of advertisements. In one embodiment, the presentation patterns of advertisements that are most desired to be watched by the vehicle occupants are shown in sections with the greatest adoption probability. In one embodiment, the presentation patterns of advertisements are presented in particular sections  702  of electronic billboard  106  based on the orientation of the vehicle occupants as discussed above. 
     Additionally, as shown in  FIG. 7 , electronic billboard  106  may include two display sections  703 A- 703 B, where section  703 A corresponds to the maximum adoption probability and section  703 B corresponds to the minimum adoption probability. Sections  703 A- 703 B may collectively or individually be referred to as sections  703  or section  703 , respectively. As discussed above, in one embodiment, each section  703  may have a unique presentation pattern of advertisements. In one embodiment, the presentation pattern of advertisements that is most desired to be watched by the vehicle occupants is shown in the section with the greatest adoption probability. In one embodiment, the presentation patterns of advertisements are presented in particular sections  703  of electronic billboard  106  based on the orientation of the vehicle occupants as discussed above. 
     Furthermore, as shown in  FIG. 7 , electronic billboard  106  may include a single display section  704 . 
     In one embodiment, the presentation pattern of advertisements may be updated based on updating the number of the vehicle occupants viewing the advertisement(s) on electronic billboard  106  as discussed below. 
       FIG. 8  is a flowchart of a method  800  for updating the number of vehicle occupants viewing the advertisement(s) shown on electronic billboard  106  in accordance with an embodiment of the present invention. 
     Referring to  FIG. 8 , in conjunction with  FIGS. 1-2, 3A-3B and 4-7 , in step  801 , advertisement decider  107  obtains the image of the vehicle occupants from camera  105  as discussed above in connection with step  301 . 
     In step  802 , advertisement decider  107  identifies the faces of the vehicle occupants from the captured image as discussed above in connection with step  302 . 
     In step  803 , advertisement decider  107  estimates the orientations of the identified faces as discussed above in connection with step  306 . 
     In step  804 , advertisement decider  107  counts the number n of vehicle occupants whose faces are oriented toward electronic billboard  106 . 
     In step  805 , a determination is made by advertisement decider  107  as to whether the number n of vehicle occupants whose faces are oriented toward electronic billboard  106  has been previously stored in database  109 . 
     If the number n of vehicle occupants whose faces are oriented toward electronic billboard  106  has not previously been stored in database  109 , then, in step  806 , advertisement decider  107  stores the number (n) of vehicle occupants viewing the advertisements on electronic billboard  106  in database  109 . 
     If, however, the number n of vehicle occupants whose faces are oriented toward electronic billboard  106  has previously been stored in database  109 , then, in step  807 , advertisement decider  107  retrieves from database  109  the stored number n′ of vehicle occupants viewing the advertisements on electronic billboard  106 . 
     In step  808 , a determination is made by advertisement decider  107  as to whether n&gt;n. 
     If n is not greater than n′, then, in step  809 , advertisement decider  107  completes the update of the number of vehicle occupants viewing advertisements on electronic billboard  106 . 
     If, however, n is greater than n′, then, in step  810 , advertisement decider  107  updates the number of vehicle occupants viewing the advertisements on electronic billboard  106  in database  109  to n. 
     Upon storing stores the number (n) of vehicle occupants viewing the advertisements on electronic billboard  106  in database  109  in step  806  or upon updating the number of vehicle occupants viewing the advertisements on electronic billboard  106  in database  109  to n in step  810 , a determination is made in step  811  by advertisement decider  107  as to whether T max  has elapsed from the time of the last update. 
     If T max  has not elapsed from the time of the last update, then advertisement decider  107  completes the update of the number of vehicle occupants viewing advertisements on electronic billboard  106  in step  809 . 
     If, however, T max  has elapsed from the time of the last update, then, in step  812 , advertisement decider  107  deletes the number of vehicle occupants viewing the advertisements on electronic billboard  106  from database  109 . 
     As discussed above, embodiments of the present invention provide the means for presenting targeted advertisements on electronic billboards to vehicle occupants while taking into account the risk that a driver may get into an accident by not paying attention to the road when presenting the advertisements on the electronic billboards. 
     In one embodiment, embodiments of the present invention may present a recommended destination for vehicle  101  (e.g., restaurant, store) on electronic billboard  106  based on the location of vehicle  101  (obtained from GPS information) and the topics of interests of the vehicle occupants. 
     Furthermore, the present invention improves the technology or technical field involving advertising on electronic billboards. As discussed above, in recent years, electronic billboards (also referred to as “digital billboards”) have been used to present advertisements. Electronic billboards are billboards that show varying imagery and text created from computer programs and software. Electronic billboards can be designed to display running text, display several different advertisements from the same company, and even provide several companies a certain time slot during the day. The constantly changing texts ensure maximum impact and wide exposure to target audiences. The ability to schedule advertisements remotely, in combination with flexible real-time scheduling, has allowed for a decrease in traditional upkeep and maintenance costs. While electronic billboards dynamically change advertisements, such advertisements are not necessarily individually targeted to the occupants of a vehicle traveling passed the electronic billboard. As a result, the advertisements may not be effective in garnering the interest of the driver and/or passenger. Furthermore, the advertisements shown on the electronic billboard may pose a risk in the driver getting into an accident from paying too close attention to the advertisement displayed on the electronic billboard as opposed to paying attention to the road. There is currently no means for taking into account the amount of risk that a driver may get into an accident based on not paying attention to the road when presenting advertisements on electronic billboards. That is, there is currently no means for taking into account the risk of distraction of the driver when presenting advertisements on electronic billboards. 
     The present invention improves such technology by taking into account the amount of risk that a driver may get into an accident based on not paying attention to the road when presenting advertisements on electronic billboards. In certain situations, advertisements may not be presented on the electronic billboard when the risk degree of the driver is too high thereby preventing a potential accident from occurring. In this manner, there is an improvement in the technical field of advertising on electronic billboards. 
     Additionally, by presenting targeted advertisements to the vehicle occupants, such advertisements are more likely to be effective in garnering interest from the vehicle occupants. In this manner, there is an improvement in the technical field of advertising on electronic billboards. 
     The descriptions of the various embodiments of the present invention have been presented for purposes of illustration, but are not intended to be exhaustive or limited to the embodiments disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope and spirit of the described embodiments. The terminology used herein was chosen to best explain the principles of the embodiments, the practical application or technical improvement over technologies found in the marketplace, or to enable others of ordinary skill in the art to understand the embodiments disclosed herein.