Active Media Group founder, Michael Ryan, and Blobfish International CEO, Nic Cann, have partnered to launch pet-focused media channel, Fur Media.
The team also includes Corey Dawson, who is managing the technical elements of the business, and Saskia Parton, who brings nearly 25 years’ sales experience to Fur Media.
Fur Media has launched in Australia, with rollouts underway in the UK and New Zealand.
The business offers a digital out-of-home network in vet receptions across the country, reaching nearly 1.6 million Australian pet owners every month.
Fur Media’s network includes a range of “pee-proof” screens with a slimline fit to suit vet reception areas, as well as its own content delivery system.
Fur Media’s Michael Ryan, Corey Dawson, Saskia Parton, and Nic Cann
Ryan said when the pair initially decided to explore the pet owner market, “We were blown away by the sheer volume of customers that vet facilities across the nation have each month.”
“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. 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.”
Cann said people are in vet facilities for an average of 20 to 30 minutes, which is much higher than the market average
“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 that appeal to a wide range of advertisers, not just the pet category.”
Australians have one of the highest pet ownership rates per capita in the world, owning 28.7 million pets and approximately 69% of households. In addition, 75% of these pet owners live in a multi-person household, and 82% of pet owners are from households with incomes of $100,000 or more.
Australians also spend a lot of money on their pets – at more than $33 billion on pet services and products in 2022 with food representing 51% of all expenditure, followed by veterinary services at 14%. In addition, 35% of new pet owners had to upsize their car for their pet.