Fur Media partners with Mad Paws

By AdNews | 23 April 2024

Pet-focused media channel Fur Media has partnered with online pet platform Mad Paws, enabling advertisers to reach its estimated 1.6 million pet owners.

Under the partnership, Fur Media will exclusively 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.

Fur Media will also sell digital advertising for Mad Paws and its owned brands as part of the agreement.

For brands, the partnership offers access to a community of pet lovers, with advertising opportunities 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.

Mad Paws CEO Justus Hammer said 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 Hammer.

Fur Media co-founder Nic Cann 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," he said.

“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.”

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