Determining a Prompt for Performing an Action Presented to a User in Association with Video Data

A computer program product comprising a computer-readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:

• receive, at an online system, an advertisement (“ad”) request including ad content, targeting criteria, and one or more prompts for performing actions from an advertiser, the ad content including video data;
• identify a user of the online system eligible to be presented with the ad content, the user associated with at least a threshold number of characteristics satisfying the targeting criteria included in the ad request;
• select the ad content from the ad request for presentation to the user;
• retrieve information associated with the user and maintained by the online system;
• select a prompt for performing an action from the one or more prompts for performing actions based at least in part on the retrieved information associated with the user;
• and
• communicate the ad content to a client device for presentation to the user, the selected prompt for performing the action presented in association with the video data included in the ad content.