{"id":12225,"date":"2026-02-19T13:52:41","date_gmt":"2026-02-19T12:52:41","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=12225"},"modified":"2026-03-16T16:35:37","modified_gmt":"2026-03-16T15:35:37","slug":"dooh-media-to-omnichannel-platform","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/insights\/dooh-media-vers-plateforme-omnicanale","title":{"rendered":"DOOH: From Exposure Media to Data-Driven Omnichannel Performance Platform"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12225\" class=\"elementor elementor-12225\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-65c6b13 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"65c6b13\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8e0dacb\" data-id=\"8e0dacb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-767565a elementor-widget elementor-widget-text-editor\" data-id=\"767565a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bold;\">DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale<\/span><\/h3><p class=\"x_MsoNormal\"><span style=\"font-weight: bolder;\"><i>De la visibilit\u00e9 \u00e0 la performance business<\/i><\/span><\/p><p class=\"x_MsoNormal\">En quelques ann\u00e9es, l\u2019Out-Of-Home (OOH) s\u2019est transform\u00e9. Ce qui \u00e9tait historiquement un m\u00e9dia d\u2019exposition massif est devenu, avec le Digital Out-Of-Home (DOOH) puis le Programmatic Digital Out-Of-Home (PDOOH), une plateforme m\u00e9dia programmable, mesurable et connect\u00e9e.\u00a0Ce dernier, agit comme un\u00a0point d\u2019entr\u00e9e strat\u00e9gique en haut et milieu de funnel, connect\u00e9 aux autres leviers digitaux. Il ne pilote pas \u00e0 lui seul l\u2019ensemble du consumer journey, mais\u00a0alimente des \u00e9cosyst\u00e8mes omnicanaux\u00a0(paid media, social, CRM, retail media) via des logiques d\u2019exposition et de retargeting.<\/p><p class=\"x_MsoNormal\">Aujourd\u2019hui, le DOOH ne se pense plus isol\u00e9ment. Il s\u2019inscrit dans un \u00e9cosyst\u00e8me technologique global, o\u00f9 data, intelligence artificielle, programmatique, cr\u00e9ativit\u00e9 et retail media convergent.<\/p><p class=\"x_MsoNormal\">Chez Mediamix, le DOOH est con\u00e7u comme un levier strat\u00e9gique int\u00e9gr\u00e9, au croisement de la donn\u00e9e, du programmatique et de contenus premium, pour assurer efficacit\u00e9, brand safety et performance mesurable.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6e85e7f elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6e85e7f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab2b261\" data-id=\"ab2b261\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cca2b17 elementor-widget elementor-widget-text-editor\" data-id=\"cca2b17\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">O<\/span><span style=\"font-weight: bolder;\">OH, DOOH, PDOOH : clarifier les d\u00e9finitions<\/span><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1ad20f6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"1ad20f6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ddec2d8\" data-id=\"ddec2d8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f3c8e1 elementor-widget elementor-widget-image\" data-id=\"8f3c8e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"552\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-9.png\" class=\"attachment-large size-large wp-image-12287\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-9.png 813w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-9-300x207.png 300w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-9-768x530.png 768w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-9-18x12.png 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a202ef8 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"a202ef8\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0edab4d\" data-id=\"0edab4d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e48ecf elementor-widget elementor-widget-text-editor\" data-id=\"6e48ecf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul type=\"disc\"><li class=\"x_MsoListParagraph\"><span data-olk-copy-source=\"MessageBody\">OOH (Out-Of-Home) : Affichage physique statique, achet\u00e9 en gr\u00e9 \u00e0 gr\u00e9, visant une exposition massive et continue sur des emplacements \u00e0 fort trafic. Les budgets sont g\u00e9n\u00e9ralement \u00e9lev\u00e9s et peu flexibles, en raison des co\u00fbts d\u2019impression, de production et de location d\u2019espace. Id\u00e9al pour la notori\u00e9t\u00e9 et l\u2019image de marque, mais peu optimisable en cours de campagne et faiblement mesurable.<\/span><\/li><li class=\"x_MsoListParagraph\">DOOH (Digital Out-Of-Home) : \u00c9volution digitale de l\u2019OOH reposant sur des \u00e9crans num\u00e9riques diffusant des contenus statiques ou dynamiques et contextualis\u00e9s. Les budgets sont plus accessibles que l\u2019OOH traditionnel, avec une meilleure flexibilit\u00e9 de diffusion (formats, jours, horaires, lieux). Le DOOH favorise des conditions d\u2019attention et de m\u00e9morisation \u00e9lev\u00e9es, tout en conservant une logique souvent planifi\u00e9e et semi-statique.<\/li><li class=\"x_MsoListParagraph\">PDOOH (Programmatic Digital Out-Of-Home) : DOOH activ\u00e9 en programmatique, avec achat \u00e0 l\u2019impression mod\u00e9lis\u00e9e, automatisation et pilotage par la data. Les budgets deviennent progressifs, optimisables et scalables, comparables aux logiques digitales, permettant de d\u00e9marrer \u00e0 des niveaux ma\u00eetris\u00e9s et d\u2019augmenter selon la performance.\u00a0 Le PDOOH optimise l\u2019efficacit\u00e9 de chaque franc\/euro investi gr\u00e2ce \u00e0 l\u2019activation des triggers, \u00e0 l\u2019optimisation en temps r\u00e9el et \u00e0 son int\u00e9gration omnicanale mais implique une ma\u00eetrise plus indirecte des \u00e9crans individuels et de la fr\u00e9quence exacte par \u00e9cran, selon les r\u00e8gles de l\u2019inventaire programmatique. Le PDOOH est particuli\u00e8rement pertinent en drive-to-store, en amplification omnicanale et en notori\u00e9t\u00e9 contextualis\u00e9e. Il ne constitue toutefois pas un levier de performance CPA pur, comparable aux plateformes de paid media comme Google ou Meta, mais agit comme un acc\u00e9l\u00e9rateur du tunnel haut et milieu.<\/li><\/ul><div><h3 class=\"x_MsoNormal\"><b><span data-olk-copy-source=\"MessageBody\">Un march\u00e9 mondial en croissance exponentielle<\/span><\/b><\/h3><p class=\"x_MsoNormal\">Selon les donn\u00e9es r\u00e9centes de Statista (2025), Le DOOH repr\u00e9sente d\u00e9sormais plus de 50 % des recettes mondiales de l\u2019Out-Of-Home. Sa croissance est double de celle du OOH traditionnel, port\u00e9 par la digitalisation des inventaires et l\u2019adoption programmatique. D\u2019ici 2027, le DOOH pourrait atteindre jusqu\u2019\u00e0 75 % du mix OOH dans plusieurs march\u00e9s europ\u00e9ens cl\u00e9s (Royaume-Uni, Scandinavie, Allemagne).<\/p><p><!--EndFragment--><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e514e6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2e514e6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-16e970a\" data-id=\"16e970a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d8f16b9 elementor-widget elementor-widget-text-editor\" data-id=\"d8f16b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"x_MsoNormal\"><b>Croissance soutenue des revenus<\/b><\/h3><p>En 2024, le march\u00e9 mondial du DOOH a g\u00e9n\u00e9r\u00e9 plus de 30 milliards USD de recettes publicitaires. Apr\u00e8s une r\u00e9silience post-pand\u00e9mie, le DOOH affiche une croissance annuelle moyenne sup\u00e9rieure \u00e0 15 %, soutenue par l\u2019urbanisation, l\u2019essor des \u00e9crans digitaux et la demande des annonceurs pour des environnements mesurables. Ces chiffres confirment que le DOOH n\u2019est plus un segment marginal : il devient la cat\u00e9gorie dominante de l\u2019affichage publicitaire.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-96040f6\" data-id=\"96040f6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ffc047a elementor-widget-tablet_extra__width-initial elementor-widget elementor-widget-image\" data-id=\"ffc047a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"599\" height=\"671\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-7.png\" class=\"attachment-large size-large wp-image-12285\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-7.png 599w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-7-268x300.png 268w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-7-11x12.png 11w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0795a60 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0795a60\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-84342d0\" data-id=\"84342d0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f17b8d elementor-widget elementor-widget-text-editor\" data-id=\"9f17b8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"x_MsoNormal\">La progression du DOOH repose sur plusieurs facteurs structurels :<\/p><ul style=\"background-color: #ffffff; font-size: 18px;\" type=\"disc\"><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Digitalisation massive des inventaires OOH\u00a0: Les panneaux digitaux remplacent progressivement les panneaux statiques.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Ouverture programmatique des inventaires\u00a0: Grands r\u00e9seaux (JCDecaux, Clear Channel, Str\u00f6er\u2026) ouvrent leurs \u00e9crans \u00e0 l\u2019achat automatis\u00e9 et data-driven.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Mont\u00e9e en puissance des DSP\/SSP sp\u00e9cialis\u00e9s DOOH\u00a0: Optimisation avanc\u00e9e, ench\u00e8res en temps r\u00e9el, int\u00e9gration de triggers contextuels.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Int\u00e9gration de la data contextuelle &amp; transactionnelle\u00a0: Personnalisation au niveau micro-g\u00e9ographique et situationnel.<\/li><\/ul><p class=\"x_MsoNormal\">Ce n\u2019est pas seulement une question de plus d\u2019\u00e9crans, c\u2019est une r\u00e9volution de l\u2019usage m\u00e9dia.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bold;\">Le vrai changement : data, IA et triggers contextuels<\/span><\/h3><p class=\"x_MsoNormal\">La force du DOOH moderne r\u00e9side dans sa capacit\u00e9 \u00e0 \u00eatre activ\u00e9 en temps r\u00e9el, selon des conditions contextuelles pr\u00e9cises :<\/p><h3 style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bold;\">Triggers activables\u00a0:<\/span><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-95458b6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"95458b6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-0e1b315\" data-id=\"0e1b315\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a5d6946 elementor-widget-tablet_extra__width-initial elementor-widget elementor-widget-image\" data-id=\"a5d6946\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"582\" height=\"673\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-10.png\" class=\"attachment-large size-large wp-image-12288\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-10.png 582w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-10-259x300.png 259w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-10-10x12.png 10w\" sizes=\"(max-width: 582px) 100vw, 582px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2cfaee6\" data-id=\"2cfaee6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-047da95 elementor-widget elementor-widget-text-editor\" data-id=\"047da95\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul style=\"background-color: #ffffff; font-size: 18px;\" type=\"disc\"><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">M\u00e9t\u00e9o : pluie, neige, chaleur, verglas<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Temporalit\u00e9 : heure, jour, p\u00e9riodes de forte affluence<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Localisation : proximit\u00e9 d\u2019un point de vente, zone urbaine sp\u00e9cifique<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">\u00c9v\u00e9nements \u00e9conomiques ou de mobilit\u00e9 : prix du carburant, variations des cours\u2026<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4192aec elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4192aec\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9a072c4\" data-id=\"9a072c4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1932dbc elementor-widget elementor-widget-text-editor\" data-id=\"1932dbc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"x_MsoNormal\">Exemple<span style=\"font-weight: bold;\">\u00a0<\/span>: Diffusion d\u2019un message uniquement lorsque la temp\u00e9rature descend sous 0-\u00b0C dans un rayon de 2 km autour d\u2019un magasin sp\u00e9cialis\u00e9. Chaque CHF ou EUR investi est activ\u00e9 uniquement lorsque le contexte est pertinent, r\u00e9duisant ainsi consid\u00e9rablement le gaspillage m\u00e9dia. L\u2019expertise DOOH ne r\u00e9side plus seulement dans le choix des \u00e9crans mais dans la capacit\u00e9 \u00e0 activer le bon message, au bon moment, dans le bon contexte.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bold;\">Du DOOH partout : l\u2019\u00e9mergence de points de contact in\u00e9dits<\/span><\/h3><p class=\"x_MsoNormal\">Le DOOH ne se limite plus aux grandes art\u00e8res ou aux transports publics.<br \/>Avec l\u2019essor des \u00e9crans digitaux, les points de contact ont explos\u00e9 dans le quotidien des consommateurs :<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-96c359e elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"96c359e\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2e97ccb\" data-id=\"2e97ccb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3f145ed elementor-widget elementor-widget-text-editor\" data-id=\"3f145ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul type=\"disc\"><li class=\"x_MsoNormal\">centres-villes et espaces publics,<\/li><li class=\"x_MsoNormal\">gares, m\u00e9tros, a\u00e9roports,<\/li><li class=\"x_MsoNormal\">centres commerciaux,<\/li><li class=\"x_MsoNormal\">points de vente (entr\u00e9es, rayons, caisses),<\/li><li class=\"x_MsoNormal\">stations-service,<\/li><li class=\"x_MsoNormal\">taxis et flottes de mobilit\u00e9,<\/li><li class=\"x_MsoNormal\">ascenseurs et halls d\u2019immeubles r\u00e9sidentiels,<\/li><li class=\"x_MsoNormal\">lounges d\u2019a\u00e9roports et business centers,<\/li><li class=\"x_MsoNormal\">stades et \u00e9v\u00e9nements,<\/li><li class=\"x_MsoNormal\">et d\u00e9sormais\u2026 voitures connect\u00e9es.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d3287a5\" data-id=\"d3287a5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f39af49 elementor-widget elementor-widget-image\" data-id=\"f39af49\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"353\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11-1024x452.png\" class=\"attachment-large size-large wp-image-12289\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11-1024x452.png 1024w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11-300x132.png 300w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11-768x339.png 768w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11-18x8.png 18w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-11.png 1135w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02dcfe8 elementor-widget elementor-widget-image\" data-id=\"02dcfe8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"602\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-5.png\" class=\"attachment-large size-large wp-image-12284\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-5.png 996w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-5-300x226.png 300w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-5-768x578.png 768w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-5-16x12.png 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-50602fb elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"50602fb\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5817b5c\" data-id=\"5817b5c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9242b70 elementor-widget elementor-widget-text-editor\" data-id=\"9242b70\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">Publicit\u00e9 dans les voitures connect\u00e9es : le prochain m\u00e9dia contextuel<\/span><\/h3><p class=\"x_MsoNormal\">Tout d\u2019abord, il convient de distinguer le In-Car Advertising \/ In-Car Marketing lorsque la communication cible le conducteur via l\u2019interface embarqu\u00e9e et le DOOH lorsque l\u2019\u00e9cran est visible \u00e0 l\u2019ext\u00e9rieur du v\u00e9hicule ou destin\u00e9 aux passagers dans un cadre assimilable \u00e0 l\u2019affichage.<\/p><p class=\"x_MsoNormal\">Les v\u00e9hicules connect\u00e9s g\u00e9n\u00e8rent des donn\u00e9es contextuelles puissantes : trajets, horaires, m\u00e9t\u00e9o, niveau de carburant, habitudes de d\u00e9placement.\u00a0Plusieurs grands constructeurs automobiles ont d\u00e9j\u00e0 ouvert la voie : GM (OnStar), Hyundai-Kia, Toyota, Volkswagen Group, Mercedes-Benz et BMW int\u00e8grent progressivement des services et recommandations contextuelles dans leurs interfaces embarqu\u00e9es. La voiture connect\u00e9e devient ainsi un nouvel espace m\u00e9dia \u201csoft advertising\u201d, bas\u00e9 sur la localisation, le trajet et les usages, pr\u00e9figurant un DOOH mobile pilot\u00e9 par la data.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-898ac2f elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"898ac2f\" data-element_type=\"section\" data-e-type=\"section\" id=\"img\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;background_background&quot;:&quot;slideshow&quot;,&quot;background_slideshow_gallery&quot;:[{&quot;id&quot;:12290,&quot;url&quot;:&quot;https:\\\/\\\/www.mediamix.ch\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Brand_IMD_DOOH_Zurich_Network_HR-1.png&quot;}],&quot;background_slideshow_slide_duration&quot;:5000,&quot;background_slideshow_slide_transition&quot;:&quot;fade&quot;,&quot;background_slideshow_transition_duration&quot;:500}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-64e4adb\" data-id=\"64e4adb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-78c7bae elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"78c7bae\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e0707dd\" data-id=\"e0707dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-80c7314 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"80c7314\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-family: Cysan, sans-serif; font-size: 20px;\">Exemples d\u2019activation\u00a0:<\/span><\/h3><ul style=\"background-color: #ffffff; font-size: 18px;\" type=\"disc\"><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Route de montagne \u2192 publicit\u00e9 pour cha\u00eenes neige<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Fin de journ\u00e9e \u2192 suggestion de restaurant sur le trajet<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Niveau de carburant faible \u2192 annonce de station-service partenaire<\/li><\/ul><p class=\"x_MsoNormal\">Ce territoire DOOH mobile ouvre des perspectives in\u00e9dites, \u00e0 la crois\u00e9e de la mobilit\u00e9, de la data et de l\u2019exp\u00e9rience utilisateur, avec des d\u00e9fis cl\u00e9s de privacy et de consentement.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">DOOH &amp; Retail Media : activer la consommation en point de vente<\/span><\/h3><p class=\"x_MsoNormal\">L\u2019un des d\u00e9veloppements structurants du DOOH est sa convergence avec le Retail Media. Dans les environnements retail, les \u00e9crans DOOH peuvent \u00eatre activ\u00e9s \u00e0 partir de donn\u00e9es first-party des distributeurs, notamment \u00e0 travers les cartes de fid\u00e9lit\u00e9, les historiques d\u2019achat et les comportements e-commerce. Exemple de ciblages avanc\u00e9s possibles\u00a0: acheteurs de fromages \u00e0 p\u00e2te dure vs vs. p\u00e2te molle, consommateurs r\u00e9guliers vs occasionnels, acheteurs de marques concurrentes, profils sensibles aux promotions ou \u00e0 la mont\u00e9e en gamme. Le DOOH retail permet de cibler des acheteurs r\u00e9els au moment de d\u00e9cision, dans un environnement brand safe et contextuel.<\/p><p class=\"x_MsoNormal\">Le DOOH retail peut \u00eatre connect\u00e9 \u00e0 des plateformes e-commerce des distributeurs, des applications mobiles et m\u00eame des activations programmatiques, sociales ou TV connect\u00e9e. Cela permet un retargeting post-exposition, de mesure de l\u2019impact r\u00e9el sur les ventes et d\u2019analyse de l\u2019uplift, de la fr\u00e9quence d\u2019achat et du r\u00e9achat. Le DOOH devient un levier de performance business en mesurant de nombreux indicateurs (exposition, uplift, drive-to-store, retargeting), et non seulement un m\u00e9dia de visibilit\u00e9.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">DOOH, retargeting et omnicanalit\u00e9<\/span><\/h3><p class=\"x_MsoNormal\">Gr\u00e2ce\u00a0\u00e0 des\u00a0technologiques sp\u00e9cialis\u00e9s en activation data, il est possible d\u2019identifier des zones d\u2019exposition DOOH, de construire des audiences expos\u00e9es offline et de les retargeter sur d\u2019autres canaux (social media, programmatic display &amp; vid\u00e9o, TV connect\u00e9e. Le DOOH agit comme point d\u2019entr\u00e9e du consumer journey, connect\u00e9 \u00e0 l\u2019ensemble des leviers m\u00e9dia.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">Cr\u00e9ativit\u00e9 augment\u00e9e : 3D Billboard &amp; FOOH<\/span><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9f1cc03 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"9f1cc03\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-f08612f\" data-id=\"f08612f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f1fd7dd elementor-widget elementor-widget-text-editor\" data-id=\"f1fd7dd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"x_MsoNormal\">Les formats 3D placent le spectateur au c\u0153ur de l\u2019exp\u00e9rience visuelle gr\u00e2ce \u00e0 des effets de profondeur spectaculaires.<br \/>Ils augmentent significativement la m\u00e9morisation des messages et g\u00e9n\u00e8rent une amplification organique sur les r\u00e9seaux sociaux.<\/p><p class=\"x_MsoNormal\">FOOH (Fake Out-Of-Home): Le FOOH utilise des vid\u00e9os hyper-r\u00e9alistes simulant des activations DOOH dans des environnements urbains embl\u00e9matiques.<br \/>Objectif : cr\u00e9er surprise, \u00e9motion et engagement, \u00e9tendant l\u2019impact au-del\u00e0 du simple affichage physique.<\/p><p class=\"x_MsoNormal\">Ces formats montrent que le DOOH n\u2019est plus seulement un m\u00e9dia d\u2019exposition mais un m\u00e9dia narratif et exp\u00e9rientiel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b8a54f4\" data-id=\"b8a54f4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9988fe0 elementor-widget elementor-widget-video\" data-id=\"9988fe0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/Design-sans-titre-6.mp4\" controls=\"\" preload=\"metadata\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-562c9ba elementor-widget-tablet_extra__width-initial elementor-widget elementor-widget-image\" data-id=\"562c9ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"330\" height=\"592\" src=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-12.png\" class=\"attachment-large size-large wp-image-12292\" alt=\"\" srcset=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-12.png 330w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-12-167x300.png 167w, https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/image-12-7x12.png 7w\" sizes=\"(max-width: 330px) 100vw, 330px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-386a242 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"386a242\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d97ae31\" data-id=\"d97ae31\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-63e662b elementor-widget elementor-widget-text-editor\" data-id=\"63e662b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">Impact, m\u00e9morisation et brand safety<\/span><\/h3><p class=\"x_MsoNormal\">Le DOOH combine : des taux de m\u00e9morisation \u00e9lev\u00e9s, une brand safety native (\u00e9crans connus, s\u00e9lectionn\u00e9s, ma\u00eetris\u00e9s) avec une activation mesurable via QR codes, drive-to-store, g\u00e9n\u00e9ration de leads et lift studies.<\/p><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">Quelques cas concrets \u2013 Mediamix<\/span><\/h3><ul style=\"background-color: #ffffff; font-size: 18px;\" type=\"disc\"><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Scandinavie (2025) : campagnes DOOH en points de vente et au-dessus des caisses pour booster les ventes pendant les f\u00eates.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">New York : campagnes dans les taxis et autour des POS lors d\u2019\u00e9v\u00e9nements majeurs.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Allemagne : jeu concours DOOH avec QR code \u2192 CTR jusqu\u2019\u00e0 40 % en SEA, un r\u00e9sultat exceptionnel.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Business Schools &amp; banques : g\u00e9n\u00e9ration de leads qualifi\u00e9s via lounges d\u2019a\u00e9roport et business centers.<\/li><li class=\"x_MsoNormal\" style=\"font-size: 18px;\">Approche multi-DSP : s\u00e9lection des plateformes selon pays, \u00e9crans et usages locaux, garantissant pertinence et couverture.<\/li><\/ul><h3 class=\"x_MsoNormal\" style=\"font-family: Georgia, sans-serif; font-weight: 400; font-size: 21px;\"><span style=\"font-weight: bolder;\">Notre approche<\/span><\/h3><p class=\"x_MsoNormal\">Chez Mediamix, le DOOH est : data-driven, activable en programmatique (PDOOH) via diff\u00e9rents DSPs, connect\u00e9 au retail media, int\u00e9gr\u00e9 au mix omnicanal, orient\u00e9 qualit\u00e9, s\u00e9curit\u00e9 et performance.<\/p><p class=\"x_MsoNormal\">Vous souhaitez activer le DOOH comme un v\u00e9ritable levier de performance ?\u00a0<i>Contactez nos experts pour structurer une strat\u00e9gie DOOH, Retail Media et omnicanale adapt\u00e9e \u00e0 vos enjeux.<\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale De la visibilit\u00e9 \u00e0 la performance business En quelques ann\u00e9es, l\u2019Out-Of-Home (OOH) s\u2019est transform\u00e9. Ce qui \u00e9tait historiquement un m\u00e9dia d\u2019exposition massif est devenu, avec le Digital Out-Of-Home (DOOH) puis le Programmatic Digital Out-Of-Home (PDOOH), une plateforme m\u00e9dia programmable, mesurable et connect\u00e9e.\u00a0Ce dernier, agit [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":12260,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[15],"tags":[],"class_list":["post-12225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale - Mediamix<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediamix.ch\/en\/insights\/dooh-media-to-omnichannel-platform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale\" \/>\n<meta property=\"og:description\" content=\"DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale De la visibilit\u00e9 \u00e0 la performance business En quelques ann\u00e9es, l\u2019Out-Of-Home (OOH) s\u2019est transform\u00e9. Ce qui \u00e9tait historiquement un m\u00e9dia d\u2019exposition massif est devenu, avec le Digital Out-Of-Home (DOOH) puis le Programmatic Digital Out-Of-Home (PDOOH), une plateforme m\u00e9dia programmable, mesurable et connect\u00e9e.\u00a0Ce dernier, agit [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediamix.ch\/en\/insights\/dooh-media-to-omnichannel-platform\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediamix\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediamixsa\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-19T12:52:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:35:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/02\/Group-4i999999999999999990i0i9-1024x576.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Isayah Crisinel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:site\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isayah Crisinel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale\"},\"author\":{\"name\":\"Isayah Crisinel\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#\\\/schema\\\/person\\\/f47c01e858816f65f10514ebbc6c46a0\"},\"headline\":\"DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale\",\"datePublished\":\"2026-02-19T12:52:41+00:00\",\"dateModified\":\"2026-03-16T15:35:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale\"},\"wordCount\":1741,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediamix.ch\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Group-4i999999999999999990i^^0i9.png\",\"articleSection\":[\"Insights\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale\",\"url\":\"https:\\\/\\\/www.mediamix.ch\\\/insights\\\/dooh-media-vers-plateforme-omnicanale\",\"name\":\"DOOH : de m\u00e9dia d\u2019exposition \u00e0 plateforme data-driven de performance omnicanale - 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