Klaviyo integrates with TikTok to enhance ad targeting

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BOSTON – Klaviyo Inc. (NYSE: NYSE:KVYO), a software company specializing in digital marketing, has announced a partnership with TikTok to improve advertising efficiency for brands by integrating its customer segmentation tools with the social media platform. The collaboration aims to provide businesses with the ability to create more personalized advertising experiences and develop lookalike audiences on TikTok, a platform that boasts over a billion users.

The integration allows Klaviyo’s users to sync their customer lists and segments directly with TikTok Audiences, which is expected to streamline the process of targeting ads and building relationships with potential buyers. This move comes as social commerce continues to influence consumer purchasing habits, with projections indicating that US retail social-commerce sales may reach $80 billion by 2025.

According to Klaviyo’s President, Steve Rowland, this integration aligns with the company’s mission to facilitate seamless connections between brands and consumers across different platforms. By leveraging Klaviyo’s intelligent segmentation, brands can deliver hyper-personalized ads to TikTok users, potentially increasing return on ad spend (ROAS).

The partnership also introduces real-time synchronization of audience data, which eliminates the need for manual imports and exports, saving time for marketers. Additionally, Klaviyo’s platform provides analytics to help businesses understand ad performance and optimize their strategies accordingly.

Alyssa Brown, VP of Marketing at TELETIES, shared that the integration has significantly improved their ability to connect with both current and prospective customers on TikTok. Lorry Destainville, Global Head of Product Partnerships at TikTok, also expressed enthusiasm for the integration’s potential to drive ROI-focused advertising for businesses on Klaviyo.

This new feature is currently available to Klaviyo customers, who can access it via the Integrations tab in their settings. The company encourages users to learn more through their help center.

Klaviyo’s platform is known for enabling businesses to effectively utilize their first-party data through various integrations to send targeted messages across email, SMS, and push notifications. The company serves a diverse range of clients, including over 146,000 paying customers.

The information for this article is based on a press release statement from Klaviyo, Inc.

InvestingPro Insights

Klaviyo Inc. (NYSE: KVYO), while forging new partnerships to enhance advertising capabilities, shows a dynamic financial profile that prospective and current investors might find noteworthy. The company, which is innovating in the digital marketing space, holds a market capitalization of $6.12 billion, reflecting its substantial presence in the industry.

Despite not having turned a profit over the last twelve months, analysts are optimistic about Klaviyo’s potential, predicting the company will become profitable this year. This outlook is supported by Klaviyo’s impressive revenue growth, which stood at 43.33% for the last twelve months as of Q1 2024, showcasing the company’s ability to expand its sales significantly.

Investors should note that Klaviyo’s Price / Book ratio is high at 6.44, indicating that the stock is trading at a premium relative to the company’s book value. This metric, alongside the fact that Klaviyo is trading near its 52-week low, might suggest a mixed sentiment in the market, presenting both a potential opportunity for value investors and a note of caution for those concerned with near-term price volatility.

For those interested in a deeper dive into Klaviyo’s financial health, PRONEWS24 can be used to get an additional 10% off a yearly or biyearly Pro and Pro+ subscription at InvestingPro. Subscribers can access a comprehensive list of 9 additional InvestingPro Tips, including insights on cash holdings, debt levels, and valuation multiples, which could provide further clarity on the company’s financial position and future prospects.