An automatic content recognition (ACR) enabled (ACR-enabled) connected TV device may be operable to present, utilizing ACR, an overlay starting at a time that is synchronized to an identified event in presented content. The overlay may comprise one or more messages associated with an online social network. The presented content may comprise a program, a movie, a game or a commercial. The one or more messages may be pre-generated, before presentation of the content, for presentation synchronized to the identified event during the presentation of the content. The one or more messages may be generate during broadcast or streaming of a program or a movie, and the presented content, which comprises the program or the movie, may be presented during a time-delayed playback. The ACR-enabled connected TV device may track, utilizing the ACR, how each of the presented one or more messages is actually being viewed and/or interacted with.