Fur Media, Australia's first pet-focused media channel, has announced a strategic partnership with leading online pet platform, Mad Paws. The collaboration aims to enable advertisers to efficiently reach an estimated 1.6 million pet owners.

Fur Media will handle in-bound advertising for Mad Paws Holdings, which includes Mad Paws and subsidiary companies Pet Chemist, Waggly pet toys and treats, and Sash pet beds. The media company will also sell digital advertising for Mad Paws and its owned brands.

Mad Paws operates Australia's leading online pet ecosystem, connecting pet owners with a range of high-quality services and products. The partnership offers brands access to a large, loyal community of pet lovers, with advertising opportunities across Fur Media’s digital kiosk and content network in vets, along with Mad Paws’ websites, eDMs, social media channels, content offerings, distribution and sampling, and content collaborations with ambassadors.

Fur Media's network includes an innovative range of 'pee-proof' digital screens, designed to withstand paws and tails, with a slimline fit to suit vet reception areas. Fur Media was founded by Michael Ryan and Nic Cann in 2024.

"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 Justus Hammer, CEO of Mad Paws.

Nic Cann, Co-founder of Fur Media, added, "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. 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.