All of this is an inside loop among the most politically interested and committed. The most important thing is to reach the uninterested and uncommitted and change the way they see things. These ads don't do that. The people we need to reach are not going to watch a political Web ad on a neighbor's monitor. The fact that it may happen now and then doesn't mean that it happens often. I just think your view of this is really naive.
And I have yet to see anything other than opinion from you that it isn't effective.
I am telling you how it was used through the election.
I am telling you these ads were picked up, reacted to, and spurred dialogue on the political landscape that reached the people you speak of.
Choose to disbelieve their effectiveness. The RNC is aware of their impact, it is why this method is still in operation. If YOU believe it is a waste of resources in getting out the vote, contact the RNC, state your case with data to back up your opinion. I am not the one in charge of their operations.