Afterpay has renewed and expanded its advertising partnership with ON THE HOUSE, the Australian Social Out-of-Home (SOOH) advertising network.
The renewed commitment has coincided with ON THE HOUSE’s national scale-up, which was backed by a $1.7 million Seed raise led by Purpose Ventures, UniQuest Extension Fund and Startmate.
The SOOH model allows brands to purchase advertising space on dispensers with 32-inch digital screens mounted in high foot traffic restrooms. This revenue entirely subsidises the biodegradable period products inside, which users can access for free by scanning a QR code.
While women control $31 trillion in annual spend and drive 85 per cent of household purchase decisions they remain difficult to reach.
ON THE HOUSE aims to solve this challenge by delivering verified first-party data alongside other milestones including: social reach, having distributed over 13,000 free items to nearly 3,000 women in need; attention, giving brands an average of 76 seconds of dwell time; brand trust, as a survey conducted by ON THE HOUSE found that Afterpay ads drove a 96 per cent increase in reported brand trust among women who took a product from the dispenser, while audiences were 94 per cent more likely to purchase from the featured brand.
“ON THE HOUSE earns attention by being useful in the moments that matter. They remove a barrier that shouldn’t be there in the first place, and that’s the kind of access Afterpay believes in – no one should have to miss work, study or a night out because a product wasn’t there. Being useful in that moment is what earns trust, and we’re looking forward to how we show up creatively next,” said Afterpay head of brand Mikaela Wagner.
Remy Tucker, founder of ON THE HOUSE, added: “We are transforming restrooms into spaces of equity and we’re calling on forward-thinking CMOs to join us. If you want a media channel that provides 76 seconds of attention, first-party data and generates a 96 per cent brand trust uplift by actively funding a social good, ON THE HOUSE is your partner,” said ON THE HOUSE founder Remy Tucker.
ON THE HOUSE also has partnerships with brands including Forty Winks, Frontier Touring, the Queensland Government, 2XU, Hnry, No Pong and AHM.
