Evolution of Billboards

What in the world is this? I'm driving down I-275 and this is what I see, a pickup truck with some LCD screens doing advertisement.
I mean who came up with this idea? Because this shit is just pure brilliant.
Think about it, this dude probably just wake up in the morning, gets in his truck and make a McDonald's run, and he calls it mobile advertising.  Sign me up, I'll have my '96 Saturn decked out in LCD screens running ads all day and get paid for driving around the tri-state.

T.O. and Chad Ochocinco call me, we can set up a mobile billboard on my little Saturn for the "T.Ocho Show"