Campaigns turning more to Web to link with voters

As they peruse the Internet, voters in New Hampshire and Iowa are probably seeing ads for Mitt Romney and President Barack Obama alongside those for shoes and holiday gifts.

The ads will then follow those voters around the Web, popping up on news sites, Google searches and on social networking sites like Facebook. Online advertising, once used primarily as a way to reach young and heavily wired consumers, has emerged as an essential communications tool in the 2012 presidential contest. While few expect Web ads to supplant television commercials anytime soon, strategists say online ads may be the most nimble, efficient and cost-effective way to reach voters. "Online advertising cuts through because of its ability to target. It's unparalleled in any other medium," said Romney's digital director, Zac Moffatt. "TV may be more effective for driving a big message, but per usage, the Internet is more powerful. We are probably one presidential cycle from everyone believing that."