Here's an ad I received. Tell me what the story is that the author is communicating to me.
Now tell me what story is being told here.
The clients I work with who have the best customer acquisition results also have what I'd call "Story-Based Customer Acquisition". They're not just slapping horrifically intrusive/boring ads upon people and saying they're leveraging an "omnichannel advertising approach".
Instead, the best clients have a story to tell, and they use channels to tell the story.