The billboards recognize the make of the vehicle, and then display an advertisement targeted at that vehicle. The billboards are in a proof of concept stage at this point of time, but will be put into practical use over the course of the next six to twelve months, and may be introduced outside of Japan as well.
Cloudian's HyperStore software running on Intel Xeon processors were fed videos of over 200 models of various cars. This is a artificial intelligence training stage,
where the machine learns to recognize a particular vehicle. This information was then used to deliver targeted ads on a drive by. For example, users of electric or hybrid vehicles could be targeted with eco friendly products. Another potential use is to show rest or food related advertisements to long distance truck drivers.
The billboard also collects information on traffic patterns and traffic flow, which it plans to make available to the local municipal authorities and ministries. The system does not capture or store any personally identifiable information about the vehicle, including the number plates. The billboards have not been used in an actual advertising campaign by a company yet, but press releases have resulted in a surge of inquiries.