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15:37

Online Video up 40% This Year & Social Media Spending to Increase by 1 Mil.

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.

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--they'll be buoyed by pre-roll ads. Keep an eye on new video ad formats that will emerge this year thanks in part to fresh evidence of the effectiveness of tailored and interactive online video spots. For more details, watch this week's New Media Minute.

Daisy Whitney, Senior Producer

Don't be the product, buy the product!

Schweinderl