A system and method for detecting a target area of user interest within a multimedia content element are provided. The method includes receiving the multimedia content element from a user computing device; partitioning the multimedia content element into a number of partitions, each partition having at least one object therein; generating at least one signature for each partition of the multimedia content element, wherein each of the at least one signatures for each partition represents a concept; determining a context of the multimedia content element based on the concepts; and identifying at least one partition of the multimedia content as a target area of user interest based on the context of the multimedia content element.