Delivery of digital content based on an image of an object is provided. The digital content can be customized based at least on the object and can include a media asset, such as a still image, an animation, an audio segment, or a video segment. In some embodiments, a computing system can deliver the digital content. To that end, the computing system can receive imaging data from a mobile device. The imaging data represents an image of the object. The mobile device can generate the imaging data in response to execution of an application that permits consuming the digital content. The computing system can detect defined markings on the image, where a first marking of the defined markings has specific semantics. The computing system can select customized digital content based at least on the first marking, and can send the customized digital content to the mobile device.