Fur Media has named Laura Mason as its new head of programmatic, a move that reflects the rapid expansion of Australia’s first pet-focused media channel and the rise of programmatic digital out-of-home in the market.
In the newly created role, Mason will oversee the national programmatic digital out-of-home portfolio, shaping the company’s programmatic strategy and reporting to Fur Media co-founders Nic Cann and Michael Ryan.
Mason arrives with close to two decades of experience across sales, digital out-of-home and programmatic trading.
Most recently, head of growth at Calibre Talent; previously, led programmatic sales at QMS and was the inaugural sales lead for Samsung Ads across Australia and New Zealand.
She also held senior programmatic roles at Shopper Media Group (now Cartology), where she helped pioneer early programmatic digital out-of-home trading models in Australia.
Mason has also contributed to the broader industry through her work on the Interactive Advertising Bureau’s digital out-of-home working group until 2024.
Fur Media taps proven programmatic leadership
Fur Media co-founder Nic Cann said the appointment reflects the business’s accelerating national reach and the increasing importance of programmatic trading.
“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 per cent of digital out-of-home media spend, so we’re thrilled to bring Laura on board to lead the charge.”
“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.”
Mason said the category’s momentum made the role especially compelling.
“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. I am thrilled to be joining the Fur Media team, particularly during this 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,” Mason said.
Fur Media recently marked its nationwide expansion with a network now reaching 300 screens and more than 3.1 million pet owners each month.
Vet partner numbers have climbed 200 percent since the start of the year, with a further 200 screens to roll out in the new year.
Advertisers backing the platform include Mars Petcare, Elanco, Village Roadshow, RSPCA, Royal Canin, Bravecto, Swaggle, Lyka, Disney+, and Kmart.
Late last year Fur Media also signed an exclusive sales partnership with Bondi Vet. Mason’s appointment is effective immediately.