Creative plan
The creative plan pairs each audience group with the client’s own ads that speak to it.
How matching works
Section titled “How matching works”- The client’s ads are added to the library as source ads and analyzed.
- Each audience group is matched to the ads that fit its angle and objection.
- Each match carries an absolute fit word and a one-line reason.
| Fit | Meaning |
|---|---|
| Strong | The ad speaks directly to the group’s angle and answers its objection. |
| Partial | The ad speaks to the group but leaves part of it unanswered. |
| Weak | The ad reaches the group only in passing. |
The matcher may decline
Section titled “The matcher may decline”When no ad in the library speaks to a group, the matcher says so instead of placing a misfit. An empty row is a finding: it tells the creative team what to make next.
Research on persuasion finds that messages matched to their audience can work better, though the field evidence is contested (Teeny et al., 2021; Eckles et al., 2018). Moonbrush claims no effect of matching; a group’s response is read from the campaign’s Outcome. See research note 3.
People’s choices stand
Section titled “People’s choices stand”Re-matching fills only empty rows. It never overwrites a choice a person made.