{"id":148998,"date":"2026-09-06T21:14:16","date_gmt":"2026-09-06T19:14:16","guid":{"rendered":"https:\/\/mint-square.com\/2026\/09\/06\/what-is-digital-out-of-home-dooh\/"},"modified":"2026-09-07T09:46:56","modified_gmt":"2026-09-07T07:46:56","slug":"what-is-digital-out-of-home-dooh","status":"publish","type":"post","link":"https:\/\/mint-square.com\/fr\/2026\/09\/06\/what-is-digital-out-of-home-dooh\/","title":{"rendered":"Qu’est-ce que l’affichage num\u00e9rique ext\u00e9rieur (DOOH) ?"},"content":{"rendered":"

[vc_row row_height_percent=\u00a0\u00bb40″ override_padding=\u00a0\u00bbyes\u00a0\u00bb h_padding=\u00a0\u00bb2″ top_padding=\u00a0\u00bb7″ bottom_padding=\u00a0\u00bb7″ back_image=\u00a0\u00bb148443″ parallax=\u00a0\u00bbyes\u00a0\u00bb kburns=\u00a0\u00bbmagnetic\u00a0\u00bb overlay_color=\u00a0\u00bbcolor-black\u00a0\u00bb overlay_alpha=\u00a0\u00bb50″ gutter_size=\u00a0\u00bb3″ column_width_percent=\u00a0\u00bb100″ shift_y=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ content_parallax=\u00a0\u00bb0″ uncode_shortcode_id=\u00a0\u00bb294798″ overlay_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb][vc_column column_width_percent=\u00a0\u00bb100″ position_horizontal=\u00a0\u00bbleft\u00a0\u00bb position_vertical=\u00a0\u00bbmiddle\u00a0\u00bb gutter_size=\u00a0\u00bb2″ style=\u00a0\u00bbdark\u00a0\u00bb overlay_alpha=\u00a0\u00bb50″ shift_x=\u00a0\u00bb0″ shift_y=\u00a0\u00bb0″ shift_y_down=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ medium_width=\u00a0\u00bb0″ mobile_width=\u00a0\u00bb0″ width=\u00a0\u00bb1\/1″ uncode_shortcode_id=\u00a0\u00bb170731″][vc_custom_heading text_color=\u00a0\u00bbcolor-white\u00a0\u00bb heading_semantic=\u00a0\u00bbh1″ text_size=\u00a0\u00bbfontsize-160000″ text_weight=\u00a0\u00bb500″ text_transform=\u00a0\u00bbuppercase\u00a0\u00bb text_space=\u00a0\u00bbfontspace-135905″ uncode_shortcode_id=\u00a0\u00bb270122″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]MINT SQUARE ARTICLE<\/p>\n

[\/vc_custom_heading][vc_custom_heading text_color=\u00a0\u00bbcolor-white\u00a0\u00bb heading_semantic=\u00a0\u00bbh1″ text_size=\u00a0\u00bbfontsize-338686″ text_weight=\u00a0\u00bb500″ uncode_shortcode_id=\u00a0\u00bb675307″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]Qu’est-ce que l’affichage num\u00e9rique ext\u00e9rieur (DOOH) ?[\/vc_custom_heading][vc_custom_heading text_color=\u00a0\u00bbcolor-white\u00a0\u00bb heading_semantic=\u00a0\u00bbh1″ text_size=\u00a0\u00bbh3″ text_weight=\u00a0\u00bb400″ uncode_shortcode_id=\u00a0\u00bb115480″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]Les panneaux d’affichage sont d\u00e9sormais num\u00e9riques. Voici ce que cela signifie. <\/span><\/em>[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=\u00a0\u00bb100″ gutter_size=\u00a0\u00bb3″ overlay_alpha=\u00a0\u00bb50″ radius=\u00a0\u00bbstd\u00a0\u00bb shift_x=\u00a0\u00bb0″ shift_y=\u00a0\u00bb0″ shift_y_down=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ medium_width=\u00a0\u00bb0″ mobile_width=\u00a0\u00bb0″ width=\u00a0\u00bb1\/1″ uncode_shortcode_id=\u00a0\u00bb971551″][vc_empty_space empty_h=\u00a0\u00bb0″][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb140646″]<\/p>\n

Qu’est-ce que le DOOH ? Guide d’initiation \u00e0 la publicit\u00e9 num\u00e9rique hors domicile <\/strong><\/h3>\n

Vous connaissez d\u00e9j\u00e0 la publicit\u00e9 hors domicile. Il s’agit du panneau publicitaire sur l’autoroute, de l’affiche dans la gare, de l’\u00e9cran au-dessus de l’escalator. Ce qui a chang\u00e9, ce n’est pas le support, mais la mani\u00e8re dont cet espace publicitaire est achet\u00e9 et, de plus en plus, la fa\u00e7on dont il identifie avec pr\u00e9cision les personnes qui se trouvent devant lui.<\/p>\n

Prenons l\u2019exemple d\u2019un \u00e9cran sur le quai d\u2019une gare. Un mardi matin glacial, il diffuse une publicit\u00e9 pour du caf\u00e9 chaud. Le jeudi, lorsque le temps s\u2019est radouci, il affiche \u00e0 la place une boisson fra\u00eeche. Parcourez le m\u00eame trajet un samedi, lorsque le quai est rempli de familles plut\u00f4t que de navetteurs, et toute la s\u00e9quence publicitaire est \u00e0 nouveau diff\u00e9rente. M\u00eame trajet, m\u00eame \u00e9cran, publicit\u00e9 diff\u00e9rente. Car elle s\u2019adapte d\u00e9sormais aux conditions qui l\u2019entourent, plut\u00f4t que de rester fig\u00e9e pendant toute la dur\u00e9e d\u2019un tirage.<\/p>\n

Cette r\u00e9activit\u00e9 est l\u2019essence m\u00eame de la publicit\u00e9 num\u00e9rique hors domicile. Analysons cela de plus pr\u00e8s.<\/p>\n

DOOH vs OOH : trois significations diff\u00e9rentes du terme \u00ab OOH \u00bb<\/strong><\/h4>\n

Le terme \u00ab publicit\u00e9 hors domicile \u00bb est souvent utilis\u00e9 comme un fourre-tout, mais la publicit\u00e9 OOH recouvre en r\u00e9alit\u00e9 trois types distincts, dont chacun fonctionne diff\u00e9remment, tant sur le plan commercial qu\u2019op\u00e9rationnel.[\/vc_column_text][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb192494″]<\/p>\n

    \n
  • L\u2019OOH traditionnelle est le format avec lequel vous avez grandi : affiches imprim\u00e9es, panneaux d\u2019affichage classiques, panneaux dans les abribus. R\u00e9serv\u00e9s des semaines, voire des mois \u00e0 l\u2019avance, imprim\u00e9s une seule fois, ils restent fixes pendant toute la dur\u00e9e du contrat. Une fois en place, ils ne bougent plus.<\/li>\n
  • Le DOOH (Digital Out-of-Home) remplace l\u2019affiche imprim\u00e9e par un \u00e9cran num\u00e9rique au m\u00eame emplacement physique. Le contenu peut d\u00e9sormais alterner selon un calendrier, et plusieurs annonceurs peuvent partager le m\u00eame \u00e9cran. Mais l\u2019achat en lui-m\u00eame reste manuel. Vous n\u00e9gociez site par site avec l\u2019\u00e9quipe commerciale du propri\u00e9taire du support.<\/li>\n
  • Le DOOH programmatique (pDOOH) automatise le processus d\u2019achat lui-m\u00eame. Au lieu de n\u00e9gocier chaque emplacement individuellement, vous d\u00e9finissez votre ciblage (emplacement, type de lieu, moment de la journ\u00e9e, budget et, sur certaines plateformes, audience) au sein d\u2019une plateforme c\u00f4t\u00e9 demande (DSP). La DSP ench\u00e9risse ensuite et ach\u00e8te les impressions correspondantes, en temps r\u00e9el, de la m\u00eame mani\u00e8re que la publicit\u00e9 display ou vid\u00e9o est d\u00e9j\u00e0 achet\u00e9e en ligne.<\/li>\n<\/ul>\n

    [\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_single_image media=\u00a0\u00bb148717″ media_width_percent=\u00a0\u00bb100″ media_ratio=\u00a0\u00bbone-one\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb148373″][\/vc_column_inner][\/vc_row_inner][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb121581″]<\/p>\n

    Alors, qu\u2019est-ce que le DOOH programmatique, en une phrase ?<\/strong><\/h4>\n

    Le DOOH programmatique d\u00e9signe les espaces publicitaires num\u00e9riques hors domicile achet\u00e9s et vendus via la m\u00eame infrastructure DSP\/SSP qui alimente d\u00e9j\u00e0 la publicit\u00e9 programmatique display, vid\u00e9o et CTV, ce qui permet de planifier, cibler, activer et mesurer les \u00e9crans ext\u00e9rieurs comme n\u2019importe quel autre canal num\u00e9rique. Il ne s\u2019agit pas d\u2019un nouveau poste ajout\u00e9 au plan m\u00e9dia. Il s\u2019agit des m\u00eames panneaux d\u2019affichage, panneaux dans les transports en commun ou \u00e9crans dans les centres commerciaux auxquels votre client fait d\u00e9j\u00e0 confiance, mais achet\u00e9s de mani\u00e8re bien plus efficace.<\/p>\n

    O\u00f9 trouver cet inventaire ?<\/strong><\/h4>\n

    L\u2019inventaire DOOH couvre un large \u00e9ventail d\u2019environnements physiques, chacun avec son propre public, son temps d\u2019exposition et son \u00e9tat d\u2019esprit.[\/vc_column_text][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_empty_space empty_h=\u00a0\u00bb0″][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb182228″]<\/p>\n

    En bord de route \u2013 Panneaux d\u2019affichage num\u00e9riques grand format situ\u00e9s sur les axes routiers principaux, visibles bri\u00e8vement et de loin. Id\u00e9al pour des messages simples et percutants.<\/p>\n

    Transports en commun \u2013 \u00c9crans dans les gares, sur les quais, ainsi que dans les bus et les tramways. Fr\u00e9quence d\u2019exposition \u00e9lev\u00e9e pour les usagers r\u00e9guliers.<\/p>\n

    A\u00e9roports \u2013 Environnements haut de gamme o\u00f9 les voyageurs passent beaucoup de temps, sont d\u00e9tendus et r\u00e9ceptifs \u00e0 des messages plus longs.<\/p>\n

    Commerces et centres commerciaux \u2013 \u00c9crans situ\u00e9s \u00e0 l\u2019int\u00e9rieur ou \u00e0 proximit\u00e9 des magasins, au plus pr\u00e8s du moment de l\u2019achat.<\/p>\n

    Mobilier urbain \u2013 Abribus, kiosques et panneaux de type cabine t\u00e9l\u00e9phonique, g\u00e9n\u00e9ralement \u00e0 hauteur des pi\u00e9tons et plus proches de ceux-ci.<\/p>\n

    Lieux sp\u00e9cifiques \u2013 Salles de sport, cin\u00e9mas, ascenseurs, stations-service et lieux similaires, utiles pour un ciblage contextuel pr\u00e9cis.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_single_image media=\u00a0\u00bb148603″ media_width_percent=\u00a0\u00bb100″ uncode_shortcode_id=\u00a0\u00bb108798″][\/vc_column_inner][\/vc_row_inner][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb404411″]Comment se d\u00e9roule concr\u00e8tement une impression programmatique ?
    \n<\/strong>Si vous d\u00e9couvrez les m\u00e9canismes de la publicit\u00e9 DOOH programmatique, en voici une version simplifi\u00e9e :<\/p>\n

      \n
    1. Un \u00e9diteur met \u00e0 disposition son inventaire d\u2019\u00e9crans de mani\u00e8re programmatique via une plateforme c\u00f4t\u00e9 offre (SSP).<\/li>\n
    2. Vous d\u00e9finissez le ciblage, le budget et la cr\u00e9ation dans une plateforme DSP, probablement celle que vous utilisez d\u00e9j\u00e0 pour la publicit\u00e9 display, vid\u00e9o ou CTV.<\/li>\n
    3. En temps r\u00e9el, la plateforme associe les crit\u00e8res de votre campagne aux \u00e9crans disponibles les plus pertinents, aux moments les plus opportuns.<\/li>\n
    4. La publicit\u00e9 est diffus\u00e9e, une impression est enregistr\u00e9e, et les donn\u00e9es de performance sont transmises vers le m\u00eame tableau de bord que le reste de votre campagne, pr\u00eates \u00e0 \u00eatre optimis\u00e9es et \u00e0 faire l\u2019objet de rapports.<\/li>\n<\/ol>\n

      Les facteurs ci-dessus expliquent pourquoi ce secteur est en pleine croissance. Cette partie traite de ce que cela implique pour le budget de votre client et votre flux de travail quotidien. La publicit\u00e9 DOOH programmatique offre six avantages concrets par rapport \u00e0 l\u2019achat manuel, site par site, de la publicit\u00e9 ext\u00e9rieure traditionnelle et num\u00e9rique.[\/vc_column_text][vc_single_image media=\u00a0\u00bb148997″ caption=\u00a0\u00bbyes\u00a0\u00bb media_width_percent=\u00a0\u00bb100″ uncode_shortcode_id=\u00a0\u00bb121021″][vc_column_text text_lead=\u00a0\u00bbyes\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb214472″]<\/p>\n

      \u00c0 retenir<\/strong><\/h4>\n

      L\u2019affichage ext\u00e9rieur (OOH), l\u2019affichage num\u00e9rique (DOOH) et l\u2019affichage num\u00e9rique programmatique (DOOH programmatique) se pr\u00e9sentent de la m\u00eame mani\u00e8re \u00e0 l\u2019\u00e9cran. Les m\u00e9canismes de r\u00e9servation qui les sous-tendent, eux, sont diff\u00e9rents. L\u2019affichage num\u00e9rique programmatique correspond \u00e0 la publicit\u00e9 ext\u00e9rieure \u00e0 laquelle vos clients font d\u00e9j\u00e0 confiance, mais achet\u00e9e via la m\u00eame infrastructure DSP que le reste de leurs m\u00e9dias num\u00e9riques. La v\u00e9ritable valeur ne r\u00e9side pas dans l\u2019\u00e9cran en soi, mais dans la combinaison de l\u2019emplacement, du moment, du comportement de l\u2019audience et du message, qui agissent tous de concert au sein de votre inventaire DOOH.<\/p>\n

      [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/1″][vc_row_inner][vc_column_inner column_width_percent=\u00a0\u00bb100″ position_horizontal=\u00a0\u00bbleft\u00a0\u00bb position_vertical=\u00a0\u00bbmiddle\u00a0\u00bb align_horizontal=\u00a0\u00bbalign_center\u00a0\u00bb gutter_size=\u00a0\u00bb3″ back_color=\u00a0\u00bbcolor-petrol-blue\u00a0\u00bb overlay_alpha=\u00a0\u00bb50″ radius=\u00a0\u00bblg\u00a0\u00bb shift_x=\u00a0\u00bb0″ shift_y=\u00a0\u00bb0″ shift_y_down=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ medium_width=\u00a0\u00bb0″ mobile_width=\u00a0\u00bb0″ width=\u00a0\u00bb1\/2″ uncode_shortcode_id=\u00a0\u00bb146717″ back_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb][vc_custom_heading text_color=\u00a0\u00bbcolor-white\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb865365″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]Votre guide gratuit sur le DOOH[\/vc_custom_heading][vc_button button_color=\u00a0\u00bbcolor-mint-green\u00a0\u00bb radius=\u00a0\u00bbbtn-round\u00a0\u00bb border_width=\u00a0\u00bb0″ link=\u00a0\u00bburl:https%3A%2F%2Fmint-square.com%2Ffr%2Fplaybook-dooh-landingpage%2F|title:La%20Landing%20Page%20du%20Playbook%20DOOH|target:_blank|\u00a0\u00bb button_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb131173″]T\u00e9l\u00e9chargez notre guide gratuit sur le DOOH[\/vc_button][\/vc_column_inner][vc_column_inner column_width_percent=\u00a0\u00bb100″ position_horizontal=\u00a0\u00bbright\u00a0\u00bb align_horizontal=\u00a0\u00bbalign_center\u00a0\u00bb gutter_size=\u00a0\u00bb3″ back_color=\u00a0\u00bbcolor-petrol-blue\u00a0\u00bb overlay_alpha=\u00a0\u00bb50″ radius=\u00a0\u00bblg\u00a0\u00bb shift_x=\u00a0\u00bb0″ shift_y=\u00a0\u00bb0″ shift_y_down=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ medium_width=\u00a0\u00bb0″ mobile_width=\u00a0\u00bb0″ width=\u00a0\u00bb1\/2″ uncode_shortcode_id=\u00a0\u00bb631082″ back_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb][vc_custom_heading text_color=\u00a0\u00bbcolor-white\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb781568″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]Vous d\u00e9butez dans le DOOH ? Commencez ici.[\/vc_custom_heading][vc_button button_color=\u00a0\u00bbcolor-mint-green\u00a0\u00bb radius=\u00a0\u00bbbtn-round\u00a0\u00bb border_width=\u00a0\u00bb0″ link=\u00a0\u00bburl:https%3A%2F%2Fmint-square.com%2Ffr%2Finsights%2Fcontact%2F|title:Contact|target:_blank|\u00a0\u00bb button_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb uncode_shortcode_id=\u00a0\u00bb171162″]\u00c9changez avec nos experts DOOH[\/vc_button][\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

      [vc_row row_height_percent=\u00a0\u00bb40″ override_padding=\u00a0\u00bbyes\u00a0\u00bb h_padding=\u00a0\u00bb2″ top_padding=\u00a0\u00bb7″ bottom_padding=\u00a0\u00bb7″ back_image=\u00a0\u00bb148443″ parallax=\u00a0\u00bbyes\u00a0\u00bb kburns=\u00a0\u00bbmagnetic\u00a0\u00bb overlay_color=\u00a0\u00bbcolor-black\u00a0\u00bb overlay_alpha=\u00a0\u00bb50″ gutter_size=\u00a0\u00bb3″ column_width_percent=\u00a0\u00bb100″ shift_y=\u00a0\u00bb0″ z_index=\u00a0\u00bb0″ content_parallax=\u00a0\u00bb0″ uncode_shortcode_id=\u00a0\u00bb294798″ overlay_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb][vc_column column_width_percent=\u00a0\u00bb100″ position_horizontal=\u00a0\u00bbleft\u00a0\u00bb […]<\/p>\n","protected":false},"author":5,"featured_media":148443,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"class_list":["post-148998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"\nQu'est-ce que l'affichage num\u00e9rique ext\u00e9rieur (DOOH) ? 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