An approach is provided for user interaction via transponders (e.g., near field communication (NFC) tag, radio frequency identification (RFID) tag, or contactless card) disposed on a dynamically reconfigurable display. Each transponder corresponds to an area of the display that is associated with one or more actions. The actions are dynamically updated based at least in part on the content presented on the respective area of the display. A user equipment containing a transponder reader detects a signal from one of the transponders to trigger the corresponding action.