Embodiments provide techniques for distributing supplemental content based on content entities within video content. Embodiments include analyzing video data to identify a known content entity within two or more frames of the video data. For each of the two or more frames, a region of pixels within the respective frame is determined that corresponds to the known content entity. Embodiments further include determining supplemental content corresponding to the known content entity. A watermark is embedded at a first position within the video data, such that the watermark corresponds to an identifier associated with the determined supplemental content. Upon receiving a message specifying the identifier, embodiments include transmitting the supplement content to a client device for output together with the video data.