Case Study: Toyota BC Dealers achieves TV-level engagement and higher watch time with Pressboard

The Neurological Impact A joint case study examining how the brain reacts to branded content. of Branded Content

Toyota BC Dealers wanted to understand what happens in the brain when consumers engage with branded content and how sponsored video performs versus top TV shows and big ad campaigns. They worked with Pressboard to distribute three sponsored videos on Facebook and needed insight into which creative choices drove attention, emotional connection and memory encoding.

Pressboard used its sponsored-content platform and partnered with Brainsights to run EEG tests on viewers while the videos ran alongside top TV clips and commercials; the study found branded content can perform on par with top-rated TV and major ads. Pressboard’s Toyota-funded spot Prius Insanity Test delivered the strongest results (about a 20% lift in key neural metrics for average watch time, a 14s average view and broad reach), and the research produced actionable rules—introduce the premise early, balance familiar/unfamiliar elements, and build conflict—to improve engagement.

Toyota BC Dealers