The Obama campaign today released a new web ad on the 5th anniversary of the vote in Congress 5 years ago today. The ad is hard-hitting and makes the campaign's point rather well - that Obama has been against the war from the start, and that he will get us out of Iraq. The question is, though, does this ad (or any other campaign's web ad, for that matter), really have an effect?
Of course, the Obama web ad today is a whole heck of a lot cheaper for the campaign to produce and air than a traditional TV or radio piece. The main difference, however, is in the intended audience. Campaign's web ads are generally placed on the campaign website only, and can be viewed by those visiting the site. But who visits campaign websites in October, three or four months away from the primary? Probably not the "average" voter, but rather those who are already heavily engaged with the campaign.
Now, an argument can certainly be made that the intended audience of this and other web ads is exactly that person - the engaged, likely-to-volunteer voter who more than likely knows that candidate's position and talking points already. It is very important to have informed volunteers for canvasses and phone banks, and that's a valid purpose for this and other web ads. But if we are to believe that the way to win an election is to sway the undecided voters (and in the Democratic primary, it will be to sway voters away from Clinton), shouldn't this and other ads be in places where they are likely to be seen by the "average" voter?
Web ads such as this one are generally not placed on the New Hampshire Union-Leader's website, for example. Most voters - the everyday, "average Joes" that swing elections - are just beginning to pay attention to the primary, especially in places like NH and Iowa (which, despite what we all might hope, is going to play a hugely important role in this primary). I'd venture to guess that as we get closer to Primary Day, and more people begin visiting campaign websites, we see more of these web ads. I'd still argue, however, that the first campaign to find a way to start putting these ads on non-political websites will see a significant return. Keep in mind that I'm referring to web video ads like Barack's today, not just stationary or banner ads on websites.