Abstract: Methods and systems for deciding whether, when, for how long, and/or where insertable image content will be displayed on top of a video presentation (i.e. existing image content) are disclosed. This can be for the imminent placement of insertable image content or a delayed placement of insertable image content. The decision making process depends upon the generation of a ‘cool map’. A cool map is a weighted map of the screen real estate that shows the areas that it would be practical to place insertable image content.