Not too long ago, success in digital advertising was largely about how skillfully you could pull the right levers inside ad platforms. Geo-targeting. Demographic slicing. Interest buckets. If you could draw the right fences, the platforms would reward you.

But today? That game has changed. Dramatically.

In a digital landscape where algorithms are increasingly user-centric, content is no longer just the message—it’s the matchmaker. Platforms have learned what people like and how they behave. They don’t just serve ads to people because they fit a checkbox. They serve ads to people because the content itself resonates.

In other words: Content is the New Targeting.

Fences Still Matter—But They’re Not Enough

Think of pulling targeting levers like building a fence. You’re setting the parameters of your audience: geography, age, interests. But within that fenced-in area? It’s a vibrant, messy community of individuals, each with their own tastes and triggers.

If you serve just one piece of creative—say, a beautifully designed key art image for a new play—you’ll reach the sliver of people who already respond to polished key art. Everyone else? You’ll miss them.

Different people need different doors into your story.

• Some might respond to a polished visual.
• Some need a first-person, casual video that feels native to their social feed.
• Others are looking for humor, education, nostalgia, or emotional storytelling.

To maximize your reach (and your return), you need to feed the algorithm a diverse set of creatives that connect with the many micro-communities within your fence.

Here are some examples from Cincinnati Opera:

 

😂 Plot Twists, Stick Figures, and Sass

This lo-fi, high-impact video breaks down the story with humor, clarity, and serious personality. It’s crafted to speak to a different slice of your audience — those who love a quick, casual vibe and relatable storytelling. Bonus: it feels native to YouTube, TikTok and Reels.