Dive Brief:

• The popularity of podcasts—in particular the recent success of "Serial"—has encouraged agencies to get into the game. 
• According to Edison Research, more than 39 million Americans listen to at least one podcast a month. 
• Players in the agency podcast game include old timers like "Don't Get Me Started" a 30-minute twice monthly podcast from The Creative Circus, which launched in 2007, to newbies like "Not Even Beta" launched this month at CES from TBWA. 

Dive Insight:

Though the technology to listen to podcasts built into so many devices the sudden surge of popularity is a bit surprising. But the loose format and low cost of production creates a low-risk investment for agencies to create podcast content. The trick is to cut through the noise of the millions of podcasts available and actually reach the ears of an intended audience. Though if done correctly, a marketing podcast can not only promote the creativity of an agency, but can also allow for the agency to become thought leaders in the space.