1. A method of interacting with on-screen video content, comprising: obtaining, via a mobile device, image data associated with on-screen video content, wherein the image data comprises at least one of (a) data extracted from the on-screen video content and (b) data converted from the on-screen video content; deriving a search term from the image data; identifying at least a portion of the on-screen video content as including a target object by using the search term to query a data set indexing a collection of data associated with known target objects; obtaining an address associated with content information pertinent to the target object; and providing the content information to a second mobile device based on the address.