Digital billboard network SeeSaw is adding text-message interactivity to its out-of-home locations, reports AdWeek.

SeeSaw will add what amounts to direct-response capabilities to its network of 10,000 locations. The digital billboards will prompt passers-by to send text messages for campaigns that can be hyper-targeted by demographic and location.

Ads will be billed on a cost-per-action basis. Advertisers will be able to view how their ads are performing on a real-time basis and make adjustments on the fly based on that data.