A method comprising: detecting an object of interest in a media asset; determining a first location of the object of interest in the first frame; and determining a second location of the object of interest in a second frame of the media asset; determining a projected path of movement of the object of interest by predicting a future location of the object of interest in a future frame of the media asset based on the first location of the object in the first frame and the second location of the object of interest in the second frame; wherein predicting the future location of the object of interest in the future frame comprises calculating, based on the first location and the second location, a projected location of the object of interest in a third frame of the media asset that is displayed after the first frame and the second frame; determining an amount of content that is to be included in an overlay; determining , based on information of a user profile, a first amount of time the user will require to consume the amount of content, and determining a second amount of time that will lapse before the object of interest reaches the projected location; if it is determined that the second amount of time exceeds the first amount of time, generating for display the overlay on top of the media asset at the projected location for a period of time that is less than the second amount of time; and if it is determined that the second amount of time does not exceed the first amount of time, generating for display the overlay on top of the media asset in a location that does not overlap with any of the first location, the second location, and the projected location. detecting an object of interest in a media asset; determining a first location of the object of interest in the first frame; and determining a second location of the object of interest in a second frame of the media asset; determining a projected path of movement of the object of interest by predicting a future location of the object of interest in a future frame of the media asset based on the first location of the object in the first frame and the second location of the object of interest in the second frame; wherein predicting the future location of the object of interest in the future frame comprises calculating, based on the first location and the second location, a projected location of the object of interest in a third frame of the media asset that is displayed after the first frame and the second frame; determining an amount of content that is to be included in an overlay; determining , based on information of a user profile, a first amount of time the user will require to consume the amount of content, and determining a second amount of time that will lapse before the object of interest reaches the projected location; if it is determined that the second amount of time exceeds the first amount of time, generating for display the overlay on top of the media asset at the projected location for a period of time that is less than the second amount of time; and if it is determined that the second amount of time does not exceed the first amount of time, generating for display the overlay on top of the media asset in a location that does not overlap with any of the first location, the second location, and the projected location. <EOS>