Fur Media, Australia’s first pet-focused media channel, has appointed Laura Mason as its new head of programmatic.
In the newly created role, Mason will head up Fur Media’s national programmatic digital out-of-home offering, overseeing its growing programmatic advertising offering and driving its programmatic strategy. She will report to Fur Media co-founders, Nic Cann and Michael Ryan.
Mason brings nearly 20 years of sales and commercial experience to Fur Media, with significant expertise in programmatic, digital out-of-home and multi-channel partnerships.
She comes to Fur Media from Calibre Talent, where she was head of growth, leading business development, strategy partnerships and industry engagement. Prior to this, Mason spent several years at QMS as head of programmatic sales, leading the programmatic division, with a focus on transforming the way digital out-of-home was traded.
She was also the inaugural sales lead for Samsung Ads in Australia, responsible for launching the Samsung Ads offering across Australia and New Zealand, and also worked with Shopper Media Group (now part of Cartology) as head of programmatic sales. She played a pivotal role in launching programmatic digital-out-of-home for the business, becoming one of the first in Australia to pioneer the new trading model.
Mason was also a member of the Interactive Advertising Bureau’s digital out-of-home working group until 2024, contributing to key industry initiatives designed to advance the future of programmatic out-of-home.
“As our business continues to expand its national ‘pawprint’, we saw the need to expand our rapidly growing programmatic offering. Programmatic accounts for almost 30% of digital out-of-home media spend, so we’re thrilled to bring Laura on board to lead the charge,” said Cann.
“Laura joins us with a wealth of knowledge in programmatic out-of-home and brings a professional, energetic stance and a track record for success to Fur Media – we look forward to seeing her take our programmatic offering to new heights.”
“The pet category is booming, and Fur Media is leading the charge in connecting brands with one of the most passionate audiences in the country—pet owners,” commenting Mason on her appointment.
“I am thrilled to be joining the Fur Media team, particularly at such an exciting growth phase for the business. I look forward to driving the programmatic roadmap – from technology integrations to agency outreach and revenue growth – to help Fur Media strengthen its position in the digital out-of-home sector.”
Fur Media recently celebrated its nationwide expansion, with its pet-focused media channel now reaching 300 screens across the country and more than 3.1 million pet owners each month.
Since the start of the year, Fur Media’s vet partner numbers have increased by 200 per cent, with an additional 200 screens set to be rolled out in the new year, demonstrating the strength of its pet-focused media offering.
Fur Media’s exponential growth has been backed by a number of significant advertising partnerships, including pet food provider, Mars Petcare, animal healthcare brand, Elanco, Village Roadshow, animal charity, RSPCA, dog and cat food producer, Royal Canin, parasite treatment company, Bravecto, pet store Swaggle, pet food brand Lyka and brands Disney Plus and Kmart.
Late last year, Fur Media also signed an exclusive sales partnership with Bondi Vet.
Fur Media is Australia’s leading pet-focused media platform, connecting pet owners with brands. Its network includes an innovative range of “pee-proof” digital screens, designed to withstand paws and tails, and a unique, pet-friendly content delivery system. The brainchild of media industry entrepreneurs Michael Ryan and Nic Cann, Fur Media was established to revolutionise pet media in Australia, New Zealand and globally.
Mason’s appointment is effective immediately.
