A method comprising, by an augmented reality, AR, computing system: accessing one or more frames of media content; automatically detecting at least one object in at least one of the one or more frames; automatically identifying the at least one object; for each of the identified objects, automatically determining an annotation corresponding to that object based on one or more metadata associated with that annotation's corresponding object, wherein each annotation comprises one or more graphical elements, wherein at least one object of the identified objects is identified as a TV, and the determined annotation corresponding to the object identified as a TV comprises a first interactive icon for playing content on the object identified as a TV and a second interactive icon for obtaining further information associated with the object identified as a TV; and for each annotation, automatically associating that annotation for display with its corresponding identified object; generating augmented media content by combining the one or more frames of media content comprising the object identified as a TV and associated annotation; wherein the method further comprises: displaying the augmented media content to a user; selecting the object identified as a TV based on a determined interaction of the user with the augmented media content; displaying the annotation associated with the selected identified object; determining the one or more metadata of the selected identified object; determining an annotation mask for the selected identified object corresponding to a shape of the selected identified object; associating the annotation mask with the selected identified object; and providing the annotation mask of the selected identified object within the displayed augmented media content. accessing one or more frames of media content; automatically detecting at least one object in at least one of the one or more frames; automatically identifying the at least one object; for each of the identified objects, automatically determining an annotation corresponding to that object based on one or more metadata associated with that annotation's corresponding object, wherein each annotation comprises one or more graphical elements, wherein at least one object of the identified objects is identified as a TV, and the determined annotation corresponding to the object identified as a TV comprises a first interactive icon for playing content on the object identified as a TV and a second interactive icon for obtaining further information associated with the object identified as a TV; and for each annotation, automatically associating that annotation for display with its corresponding identified object; generating augmented media content by combining the one or more frames of media content comprising the object identified as a TV and associated annotation; wherein the method further comprises: displaying the augmented media content to a user; selecting the object identified as a TV based on a determined interaction of the user with the augmented media content; displaying the annotation associated with the selected identified object; determining the one or more metadata of the selected identified object; determining an annotation mask for the selected identified object corresponding to a shape of the selected identified object; associating the annotation mask with the selected identified object; and providing the annotation mask of the selected identified object within the displayed augmented media content. displaying the augmented media content to a user; selecting the object identified as a TV based on a determined interaction of the user with the augmented media content; displaying the annotation associated with the selected identified object; determining the one or more metadata of the selected identified object; determining an annotation mask for the selected identified object corresponding to a shape of the selected identified object; associating the annotation mask with the selected identified object; and providing the annotation mask of the selected identified object within the displayed augmented media content.