Japan’s fashion coordination app iQon unveils native advertising service



This is the abridged version of this and that articles in Japanese.

Tokyo-based Vasily, the startup that provides fashion coordination app iQon, announced on Monday that it will launch a native advertising service called iQon Ad.

According to Vasily CEO Yuki Kanayama, they will ask advertisers to create ads that fit in to relevant context and put them between outfit recommendation articles so as to deliver a higher performance in advertising. Prior to the official roll-out, they tested its performance and proved that it took less than 50% in conversion cost than conventional mobile advertising methods. Upon this launch, the company wants to build an ad network for women-focused vertical media.

iQon's native ad sample
iQon’s native ad sample

Meanwhile, Vasily started airing TV commercials in Japan on Saturday (see video below), which stars popular Japanese young actress Fumino Kimura, proposing potential users to find a better outfit using the app.

We understand that the company recently fundraised over $10 million from Japanese telco KDDI, with their recent transaction volume reaching over $10 million on a monthly basis. As of October, they have listed over 1.3 million user-posted outfits which comprise more than 4.8 million fashion items.