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, reports Daisy Whitney. 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 of the New Media Minute.