I have seen another solution where you can put an NFC tag on the monitor. Then when you tap the tag it sends to to a website, but the website changes based on the content.
Basically think of this, the NFC tag is a short url, but the short url changes what it points to based on whats on the screen. Basically each piece of media would have a url field. Great anytime you want to send content to a customers phone.
So like tap here to get a coupon for whats on the screen.
They were even showing it to send directions to a phone, could probably be used to send a tel: link as well to dial a phone number.