Described is a display system for a vehicle. The display system uses one or more active displays integrated into a new vehicle or coupled as an aftermarket product in an existing vehicle. The new vehicle with integrated displays of the system may be provided to a purchaser for a reduced cost for participation in the advertisement system. The system operates to provide nearby vehicle occupants, pedestrians, or others with advertisement and/or emergency messages using the displays. The display system can show advertising messages or emergency messages on the active displays that are relevant to the location of the vehicle. The system may operate to prioritize the advertisement messages or emergency messages that will be displayed based on determinations made by a server of the system.