What you need to know:

• Via Spark Ads, brands pay to sponsor pre-existing content.
• One of the first local publishers to try the format, Kayo Sport promoted existing organic videos for its Bathurst 1000 campaign.
• It reached 753k sports fans in one day, notching a 21.6 per cent view-through rate at 77 per cent below target cost per completed view, with engagement up 2,760 per cent.

Kayo Sports has confirmed major reach and engagement gains via TikTok’s new sponsored video product, Spark Ads. TikTok claims the format enables brands to promote existing content to engage audiences at lower cost.

Australian sports-streaming service, Kayo Sports, was one of the first to trial the capability locally. Applying interest and behavioural targeting to promoted videos for Bathurst 1000, it hit 753k sports fans in one day.

The campaign used videos captured at the annual race and gave users access to behind the scenes footage.

 The 6-second view-through rate came in at 21.6 per cent, with cost per completed view 77 per cent below the anticipated amount. 

The push also boosted Kayo’s TikTok following by 16 per cent in 24 hours with engagement boosted 2,760 per cent.