{"id":149128,"date":"2026-09-10T23:42:22","date_gmt":"2026-09-10T21:42:22","guid":{"rendered":"https:\/\/mint-square.com\/2026\/09\/10\/dooh-ou-ooh-quelle-est-la-difference\/"},"modified":"2026-09-10T23:46:49","modified_gmt":"2026-09-10T21:46:49","slug":"dooh-ou-ooh-quelle-est-la-difference","status":"publish","type":"post","link":"https:\/\/mint-square.com\/fr\/2026\/09\/10\/dooh-ou-ooh-quelle-est-la-difference\/","title":{"rendered":"DOOH ou OOH : quelle est la diff\u00e9rence ?"},"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\u00bb148517″ 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\u00bb922781″ 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\u00bb170988″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]DOOH ou OOH : quelle est la diff\u00e9rence ?[\/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\u00bb187829″ text_color_type=\u00a0\u00bbuncode-palette\u00a0\u00bb]Un m\u00eame \u00e9cran. Deux \u00e9volutions tr\u00e8s diff\u00e9rentes.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/1″][vc_column_text uncode_shortcode_id=\u00a0\u00bb205890″]<\/p>\n

Des affiches \u00e0 la programmatique : les deux vagues \u00e0 l\u2019origine de la publicit\u00e9 DOOH<\/h3>\n

La publicit\u00e9 ext\u00e9rieure fait partie int\u00e9grante des villes depuis bien plus d\u2019un si\u00e8cle, et pendant la majeure partie de cette p\u00e9riode, elle n\u2019a pratiquement pas \u00e9volu\u00e9. Un annonceur commandait l\u2019illustration, un imprimeur la produisait, puis une \u00e9quipe la collait pour un nombre fixe de semaines. Cela fonctionnait, mais ce n\u2019\u00e9tait pas flexible. La publicit\u00e9 ext\u00e9rieure \u00e9tait, litt\u00e9ralement, un m\u00e9dia de diffusion : un seul message, imprim\u00e9 une seule fois, pr\u00e9sent\u00e9 \u00e0 quiconque passait par l\u00e0 pendant toute la dur\u00e9e du contrat.<\/p>\n

Cela a chang\u00e9, mais pas d\u2019un seul coup, et pas de la mani\u00e8re dont beaucoup de gens l\u2019imaginent. La transition s\u2019est d\u00e9roul\u00e9e en deux vagues distinctes, et il convient de pr\u00e9ciser de laquelle on parle r\u00e9ellement, car \u00ab nous faisons d\u00e9j\u00e0 du DOOH \u00bb et \u00ab nous faisons d\u00e9j\u00e0 du DOOH programmatique \u00bb d\u00e9crivent deux r\u00e9alit\u00e9s tr\u00e8s diff\u00e9rentes.<\/p>\n

[\/vc_column_text][vc_single_image media=\u00a0\u00bb149134″ media_width_percent=\u00a0\u00bb100″ uncode_shortcode_id=\u00a0\u00bb585087″][vc_empty_space empty_h=\u00a0\u00bb1″][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_column_text uncode_shortcode_id=\u00a0\u00bb853528″]<\/p>\n

Premi\u00e8re vague : l\u2019affiche devient un \u00e9cran<\/strong><\/h3>\n

La premi\u00e8re vague a \u00e9t\u00e9 celle de la num\u00e9risation. L\u2019affiche imprim\u00e9e a \u00e9t\u00e9 remplac\u00e9e par un \u00e9cran num\u00e9rique au m\u00eame emplacement physique, et la publicit\u00e9 num\u00e9rique hors domicile, ou DOOH, est n\u00e9e. Le contenu pouvait d\u00e9sormais alterner selon un calendrier, plusieurs annonceurs pouvaient se partager un m\u00eame emplacement, et les cr\u00e9ations n\u2019avaient plus besoin de plusieurs semaines de d\u00e9lai d\u2019impression pour \u00eatre diffus\u00e9es.<\/p>\n

C\u2019est ce \u00e0 quoi la plupart des gens font r\u00e9f\u00e9rence lorsqu\u2019ils parlent de \u00ab DOOH \u00bb, et cela constitue d\u00e9j\u00e0 une r\u00e9elle am\u00e9lioration par rapport aux affiches statiques. Mais le processus d\u2019achat est rest\u00e9 exactement le m\u00eame qu\u2019auparavant. Une agence contactait une r\u00e9gie publicitaire, n\u00e9gociait une liste d\u2019emplacements et signait un contrat pour une campagne \u00e0 dur\u00e9e d\u00e9termin\u00e9e. L\u2019\u00e9cran est pass\u00e9 au num\u00e9rique. La r\u00e9servation est rest\u00e9e analogique.<\/p>\n

Deuxi\u00e8me vague : l\u2019achat s\u2019automatise<\/strong><\/h3>\n

La deuxi\u00e8me vague est programmatique et n\u2019implique aucune intervention sur l\u2019\u00e9cran. Elle modifie la mani\u00e8re dont l\u2019espace publicitaire est achet\u00e9.<\/p>\n

Les \u00e9diteurs ont commenc\u00e9 \u00e0 mettre leur inventaire DOOH \u00e0 disposition via des plateformes c\u00f4t\u00e9 offre (SSP), tandis que les plateformes c\u00f4t\u00e9 demande (DSP), telles que The Trade Desk, ont mis en place l\u2019infrastructure n\u00e9cessaire pour acheter cet inventaire en se basant d\u2019abord sur l\u2019audience, en temps r\u00e9el, avec une optimisation en cours de campagne. C\u2019est exactement ainsi que les annonceurs ach\u00e8tent d\u00e9j\u00e0 des publicit\u00e9s display, vid\u00e9o et CTV. Au lieu d\u2019un appel t\u00e9l\u00e9phonique et d\u2019un contrat fixe, le ciblage, le budget et la cr\u00e9ation sont tous g\u00e9r\u00e9s au sein d\u2019une plateforme que leur \u00e9quipe utilise peut-\u00eatre d\u00e9j\u00e0 pour d\u2019autres canaux. Il s\u2019agit de l\u2019affichage num\u00e9rique programmatique, parfois appel\u00e9 publicit\u00e9 ext\u00e9rieure programmatique ou OOH programmatique, et c\u2019est cette version du canal qui fait l\u2019objet de ce guide.<\/p>\n

[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/2″][vc_single_image media=\u00a0\u00bb149135″ media_width_percent=\u00a0\u00bb85″ uncode_shortcode_id=\u00a0\u00bb920432″][\/vc_column_inner][\/vc_row_inner][vc_column_text uncode_shortcode_id=\u00a0\u00bb188844″]<\/p>\n

Pourquoi cette distinction est-elle importante ?<\/h3>\n

\u00ab Nous faisons d\u00e9j\u00e0 du DOOH \u00bb et \u00ab nous faisons d\u00e9j\u00e0 du DOOH programmatique \u00bb sont deux affirmations diff\u00e9rentes. La premi\u00e8re signifie qu\u2019un client diffuse des publicit\u00e9s DOOH sur des \u00e9crans num\u00e9riques, r\u00e9serv\u00e9es \u00e0 l\u2019ancienne, manuellement, par contrat, sans aucune flexibilit\u00e9 en cours de campagne. La seconde signifie qu\u2019il ach\u00e8te ce m\u00eame espace publicitaire de la m\u00eame mani\u00e8re qu\u2019il ach\u00e8te d\u00e9j\u00e0 des publicit\u00e9s display ou CTV : cibl\u00e9es, en temps r\u00e9el, mesurables et ajustables pendant la dur\u00e9e de la campagne.<\/p>\n

La plupart des clients qui se sont essay\u00e9s au DOOH n\u2019ont connu que la premi\u00e8re vague. Il ne s\u2019agit pas d\u2019une lacune dans leur strat\u00e9gie, mais d\u2019un budget inexploit\u00e9 qui se trouve juste \u00e0 c\u00f4t\u00e9 de ce qu\u2019ils d\u00e9pensent d\u00e9j\u00e0. Identifier \u00e0 quelle vague correspondent r\u00e9ellement les d\u00e9penses actuelles d\u2019un client est souvent le moyen le plus rapide de rep\u00e9rer o\u00f9 un plan m\u00e9dia passe \u00e0 c\u00f4t\u00e9 d\u2019opportunit\u00e9s en mati\u00e8re de DOOH programmatique.<\/p>\n

[\/vc_column_text][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/3″][vc_column_text uncode_shortcode_id=\u00a0\u00bb106913″]<\/p>\n

Conclusion<\/h3>\n

La comparaison entre le DOOH et l\u2019OOH n\u2019est plus vraiment pertinente. Ce qui l\u2019est, c\u2019est celle entre le DOOH et le DOOH programmatique. La transition vers le num\u00e9rique a eu lieu il y a des ann\u00e9es sur la plupart des grands march\u00e9s ; cette \u00e9volution est en grande partie achev\u00e9e. Ce qui est encore v\u00e9ritablement nouveau, et
\nqui surprend encore de nombreux plans m\u00e9dias, c\u2019est la deuxi\u00e8me vague : le m\u00eame inventaire, e m\u00eame inventaire, achet\u00e9 de la m\u00eame mani\u00e8re que le reste des m\u00e9dias num\u00e9riques.. Une fois que l\u2019on sait \u00e0 quelle vague correspondent les d\u00e9penses actuelles d\u2019un client en mati\u00e8re d\u2019affichage ext\u00e9rieur, il devient beaucoup plus facile d\u2019aborder la question de leur passage au DOOH programmatique, et cela commence g\u00e9n\u00e9ralement par le budget qu\u2019il consacre d\u00e9j\u00e0 ailleurs.<\/p>\n

[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb2\/3″][vc_single_image media=\u00a0\u00bb149123″ caption=\u00a0\u00bbyes\u00a0\u00bb media_width_percent=\u00a0\u00bb100″ uncode_shortcode_id=\u00a0\u00bb716974″][\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/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":"

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