Afterpay Deepens ON THE HOUSE Partnership as Social Out-of-Home Network Expands

Afterpay has renewed and expanded its advertising partnership with ON THE HOUSE, an Australian Social Out-of-Home (SOOH) advertising network, as the platform continues its national expansion.

The expanded partnership comes alongside ON THE HOUSE’s nationwide growth, supported by a $1.7 million seed funding round led by Purpose Ventures, UniQuest Extension Fund and Startmate.

Purpose-Led Out-of-Home Advertising

ON THE HOUSE operates a social out-of-home advertising model that places digital advertising screens on dispensers installed in high-footfall restrooms. Advertising revenue helps fund biodegradable period products, which users can access at no cost by scanning a QR code.

The platform aims to help brands connect with women in physical environments where traditional advertising can be more difficult to reach. According to ON THE HOUSE, women influence 85% of household purchase decisions while accounting for approximately $31 trillion in annual spending.

Alongside its advertising offering, ON THE HOUSE provides brands with first-party data and measures campaign performance across reach, attention and brand trust.

The network has distributed more than 13,000 free period products to nearly 3,000 women, while campaigns reportedly generate an average of 76 seconds of dwell time.

Afterpay Campaign Delivers Brand Trust Uplift

Research conducted by ON THE HOUSE found that Afterpay advertising generated a 96% increase in reported brand trust among women who collected a product from its dispensers.

The research also found that these audiences were 94% more likely to purchase from the featured brand, highlighting the potential impact of combining advertising with a tangible social purpose.

Mikaela Wagner, Head of Brand at Afterpay, said ON THE HOUSE earns attention by being useful in moments that matter, adding that providing access to essential products can help build trust with consumers.

She said Afterpay is looking forward to exploring how the brand can continue to show up creatively through the partnership.

ON THE HOUSE Expands Brand Portfolio

Remy Tucker, Founder of ON THE HOUSE, said the company is transforming restrooms into spaces of equity and encouraged brands and CMOs to explore the platform as a purpose-led media channel.

The renewed partnership with Afterpay adds to ON THE HOUSE’s growing brand portfolio, which includes Forty Winks, Frontier Touring, the Queensland Government, 2XU, Hnry, No Pong and AHM.

The collaboration highlights the growing role of purpose-led media formats that combine advertising with tangible social impact while providing brands with measurable opportunities to engage consumers in real-world environments.