In one embodiment, an image analysis is performed on an image captured using a camera mounted on an autonomous vehicle, the image representing an exterior environment of an autonomous vehicle. Localization information surrounding the autonomous vehicle is obtained at a point in time. A perception of an audience external to the autonomous vehicle is determined based on the image analysis and the localization information. One or more content items are received from one or more content servers over a network in response to the perception of the audience. A first content item selected from the one or more content items is displayed on a display device mounted on an exterior surface of the autonomous vehicle.