Why rent an audience when you can buy your own? That's the new philosophy of marketers who are spending money this year to build out a social networking presence through earned media rather than paid media, Daisy Whitney reports in the New Media Minute. Some advertisers, like Pepsi, are pouring marketing dollars into homegrown projects rather than flashy bets like the superbowl. But even so, online video ad dollars will grow significantly this year according to the most recent figures from emarketer. For more details on new ad formats and where advertisers will allocate dollars, tune into this week's episode.