On Screen: Here's what Mitt Romney said at the debate, when he knew you were listening.
Mitt Romney Speaking at Debate, 10/3/12: I will keep America strong and get America's middle class working again.
Mitt Romney Speaking at Debate, 10/3/12: The people who are having a hard time right now are middle income Americans.
On Screen: Just remember what he said when he thought you weren't listening.
Mitt Romney at fundraiser, 5/17/12: There are 47% who are with him who are dependent upon government; who believe that they are victims/ [break in tape] And so, my job is not to worry about those people. I'll never convince them they should take personal responsibilty and care for their lives.
On Screen: Which one do you think he really means?
On Screen: Obama-Biden Truth Team.
When I've posted web only ads before, there is always at least one person who comments about how they wish it was a television ad. So let me make this point up front. The reason every ad can't be broadcast on television has to do with budgeting campaign funds wisely. The campaign can not afford to buy air time for every ad it produces. However, this is the 21st century; not the 20th century. Do you know what's different now? The Internet and social media are playing a huge roll in this campaign, and this is a place that the Obama campaign blows Romney out of the water.
You may only have like-minded friends on Facebook who already agree with you. However, consider the people on Facebook who have accumulated hundreds of friends and acquaintances. When they post a web-only ad on their page, and it is seen and shared by a few other friends; there is a snowball effect. One of the primary purposes of these web only ads is that we help the campaign by sharing them via email and social media like Facebook and Twitter.
Another reason the campaign posts ads on the web only is for the media to pick up on the campaign's arguments on a particular issue. The ad will be mentioned for free in articles and on the 24/7 cable news stations. A good example of this is the Priorities USA Ad that was only broadcast on television once (by accident). And yet, it was talked about and written about constantly.