Patrick Ruffini, the former director of the RNC's eCampaign, echoed Erickson's views.

BBC: Obama takes lead in virtual world

But this may not matter, says Patrick Ruffini, who worked on George Bush's 2004 run and is co-founder of The Next Right, an online hub for centre-right activism.

ECONOMIST: The battle to master new media becomes ever more intense

Republican Internet consultant Patrick Ruffini sees Romney's ad challenge as evidence the GOP, sometimes criticized for failing to connect on the Web, is starting to get serious about tapping its potential.

NPR: Mitt Romney Involves Supporters in Campaign Ads

It's a clear sign the candidates know that the party is in need of a technology overhaul, said Patrick Ruffini, an online Republican strategist and veteran of President Bush's 2000 campaign and the RNC.

CNN: GOP warned to embrace technology or face 'suicide'

Mr. PATRICK RUFFINI (Republican New Media Consultant): The great thing is that not only where one winning ad make it on TV, but you'll have hundreds of ads that might not win being circulated around the Web, and it gets people to spread the message virally.

NPR: Mitt Romney Involves Supporters in Campaign Ads