1. A method comprising: retrieving, from a storage device, a media asset and metadata which describes content of a scene of the media asset; retrieving, from the storage device, a plurality of advertisements and metadata associated with each of the plurality of advertisements that describes content of a respective advertisement; retrieving metadata which describes at least one predefined selectable target area in the scene of the media asset; comparing the metadata which describes the content of the scene of the media asset with the metadata associated with each of the plurality of advertisements; and based on the comparison, selecting one of the plurality of advertisements from the storage device for display on a display device associated with a user.