Car and pet-food marketers are kicking the podcast tires and beginning to scratch the surface of what the new medium might have to offer, write AdAge and ClickZ, reporting on new campaigns making use of the emerging technology. Toyota's Lexus division has become the latest brand to hop on podcasting, buying into a campaign through public radio station KCRW in Santa Monica, which began podcasting 22 of its programs by RSS feeds in March.

Meanwhile, ClickZ reports on Nestle Purina PetCare's latest interactive initiatives, which include podcasts. The effort was apparently the result of the interactive marketing team's enthusiasm - and the availability of audio content. "The business case was not as compelling, but we happened to have some content," a Purina spokesman said.

According to AdAge, Lexus has signed a 26-week deal to sponsor podcasts, starting October, and General Motors, Audi and Warner Bros. are also investigating the new hybrid of internet and radio that's attracting affluent demographics. The Lexus agreement is reportedly worth six figures. Publicis Groupe's Team One (El Segundo) is the ad agency for Lexus.

Lexus and station executives said the deal is structured on a CPM but also includes promoting the sponsorship in a print campaign, placing Lexus logos and links on the station website and on the podcast player, and mentioning the company on the air at the beginning of all 22 podcasts.