Australia’s first pet-focused media channel, Fur Media, launches
Australia’s first-ever pet-focused media channel, Fur Media, has launched this week.
Led by Active Media Group’s Michael Ryan and Blobfish International’s Nic Cann, the business offers a digital out-of-home (OOH) network in high-traffic vet facilities across the country, reaching nearly 1.6 million Australian pet owners every month. The network includes a range of ‘pee-proof’ screens, designed to withstand paws and tails, with a slimline fit to suit vet reception areas.
(L-R): Michael Ryan, Corey Dawson, Saskia Parton and Nic Cann
It also has its own content delivery system, with Fur media creating pet-friendly content designed to reach and engage pet lovers as they attend vet facilities.
With Australia having one of the highest pet ownership rates per capita in the world, according to an Animal Medicines Australia national survey, Ryan said it’s an untapped market with prime advertising opportunities.
“…not just for pet-related brands but many brand categories looking to tap into this valuable audience,” he said.
“We knew that vet offices are generally happy places – everyone is friendly and nice – and this level of engagement is a compelling proposition for advertisers.”
A self-confessed serial entrepreneur, with several businesses under his hat, Ryan brings extensive experience in business operations, along with an intimate knowledge of the pet market across media and sales. He said Fur Media’s vision is to own pet media within the Australian market, and internationally.
Cann said: “Vets’ offices offer high dwell times with an engaged audience of pet lovers. Vets have been specifically chosen to be high volume, with a variety of audience types which appeals to a wide range of advertisers, not just the pet category.
“We have the ability to reach people who are in vet facilities for an average of 20 to 30 minutes – much higher than the market average,” he continued. “With hundreds of screens across vet receptions nationwide, and a digital database of more than one million Australian pet owners, we know Fur Media will have broad appeal for brands.”
Fur Media is backed by decades of Australian and international industry experience, particularly across the pet food sales, advertising, and sampling space, with Corey Dawson and Saskia Parton joining the team.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Active Media Group
Blobfish International
Fur media
Michael Ryan
Nic Cann
pet media
pet ownership
pets
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