An online system receives content items including targeting criteria and associated with objects presented via video content. When the online system presents video content to a user, the online system detects objects included in the video content. If the online system detects an object in the video content matching an object associated with a content item, the online system determines whether characteristics of the user satisfy at least a threshold amount of targeting criteria included in the content item. In response to characteristics of the user satisfying the threshold amount of targeting criteria included in the content item, the online system includes the content item in one or more selection processes. If the selection processes select the content item, the online system presents the content item in conjunction with the video content.