Reading Briefs
Ad Angles & Scoring
How Mavrtr ranks the ad angles in every brief.
Every brief ships ranked ad angles. Each angle is a complete creative brief in itself — not a headline prompt, but a fully formed argument for why this segment should buy, structured into a specific messaging framework.
What each angle contains
| Field | Description |
|---|---|
| Name | Short, memorable label (e.g. "The 3am Problem") |
| Framework | The messaging structure: PAS, AIDA, Before-After-Bridge, Story, Contrarian, or Founder Voice |
| Hook | The exact first-3-second line. ≤14 words. This is what stops the scroll. |
| Primary text | 40–80 words of ad body in customer voice |
| CTA | Short call-to-action line |
| Target segment | Which ranked segment this angle is written for |
| Score | 1–10 confidence score |
| Rationale | Why this angle is predicted to win, tied to a specific pain or desire in the market signal |
What the confidence score means
The score (1–10) is an estimate of how likely this angle is to outperform the others, based on:
- How strongly the hook connects to the segment's highest-severity pain
- How much market signal supports the premise (more verbatim evidence = higher score)
- How specific vs generic the angle is
- Whether the framework matches the segment's awareness stage
A score of 8–10 means "high confidence — test this first." 5–7 means "solid but not the clearest signal." 1–4 means "weaker signal — test last or skip."
Don't skip the low-scoring angles entirely. Sometimes a contrarian or founder-voice angle that scored 6 is the one that breaks out — the score reflects research confidence, not creative potential.
Messaging frameworks used
| Framework | Structure | Best for |
|---|---|---|
| PAS | Problem → Agitate → Solve | Problem-aware audiences |
| AIDA | Attention → Interest → Desire → Action | Broad cold audiences |
| Before-After-Bridge | Before state → After state → How to get there | Solution-aware audiences |
| Story | Narrative arc with a transformation | Warm audiences, retargeting |
| Contrarian | Challenge a widespread belief | Most-aware audiences who've seen everything |
| Founder Voice | First-person brand story or origin | Trust-building, DTC brand awareness |
How to use angles in your workflow
- Sort by score descending — your testing order.
- Match each angle's target segment to your ad-set audience before launching.
- Use the hook verbatim as your first line (video script or static headline).
- Use the primary text as your ad body — edit for tone, don't rewrite the structure.
- Once an angle wins, remix it to produce variations.
The ad-strength badge on the dashboard
The "Ad Strength" badge on the dashboard and briefs list is the average of all angle scores. It gives you a quick read on how strong the overall creative is before you open the full brief.