Fur Media Partners With Mad Paws To Support Advertisers
Fur Media, Australia’s first-ever pet-focused media channel, has announced a unique partnership with leading online pet platform Mad Paws. This partnership will enable advertisers to reach the estimated 1.6 million pet owners more efficiently.
Lead image: Fur Media’s Nic Cann, Corey Dawson, Saskia Parton and Michael Ryan
Under the partnership, Fur Media will exclusively handle inbound advertising for Mad Paws Holdings, which includes Mad Paws and subsidiary companies Pet Chemist, Waggly pet toys and treats, and Sash pet beds.
In addition, Fur Media will sell digital advertising for Mad Paws and its owned brands as part of the agreement.
Mad Paws operates Australia’s leading online pet ecosystem, connecting pet owners with a range of high-quality services and products. The Mad Paws network has more than 1.6 million pet owners, with a deep and unrivalled data set on Australian pets.
For brands, the partnership offers unmatched access to a large, loyal community of pet lovers. Advertising opportunities are available across Fur Media’s extensive digital kiosk and content network in vets, along with Mad Paws’ websites, eDMs, social media channels, long-form and short-form content offerings, distribution and sampling, and content collaborations with ambassadors.
“Just as every pet has its own unique personality, every partnership brings its own special synergy. We’re thrilled to embark on this journey with Fur Media, whose expertise in in-bound advertising perfectly complements our mission to connect pet lovers with the best services and products. Together, we’re poised to reach new heights and create even more tails of happiness for pets and their owners,” said Mad Paws CEO, Justus Hammer.
Fur Media is set to revolutionise pet media in Australia and beyond with its ever-growing digital out-of-home network in more than 100 high-traffic vet receptions across the country.
Fur Media’s network includes an innovative range of “pee-proof” digital screens, designed to withstand paws and tails and with a slimline fit to suit vet reception areas. The network also boasts its own content delivery system, with Fur Media creating pet-friendly content for screens specifically designed to reach and engage pet lovers as they attend vet facilities.
Fur Media co-founder Nic Cann said the Mad Paws partnership would enhance the media company’s offering to advertisers. “Our strategic partnership with Mad Paws directly aligns with our mission to change the face of pet media. The partnership means brands can now reach a combined 1.6 million active pet users across the Fur Media and Mad Paws network – it’s a huge captive, premium audience,” he said.
“Mad Paws has built a highly engaged and dynamic audience, with 1.3 million monthly visits to its website and social platforms, 1.1 million subscribers to its member base and more than 20,000 purchases on its Pet Chemist website a month – it’s a massive demographic for brands to reach and connect with”.
“This partnership gives brands direct access to this extensive database of pet owners, allowing them to drive brand awareness across a loyal community of pet lovers and leverage the Mad Paws group to create engaging and bespoke content. When you add the Mad Paws offering to Fur Media’s network, it’s an incredibly attractive proposition for brands”.
“We know advertisers are keen to reach pet owners. They’re an affluent audience, who are willing to spend big on their pets. In 2022 alone, Aussies spent a whopping $30.7 billion on food, vet, and health services; and with pet numbers now outstripping humans at 27.8 million nationwide, now is the time for advertisers to start focusing on reaching this demographic”.
The partnership is effective immediately.
Please login with linkedin to comment
fur mediaLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.