Dentsu unveils e-commerce sites for mobiles

Dentsu has teamed up with e-marketing firm OPT Inc to launch mobile-specific websites targeting young women as part of a new push to promote mobile media to advertisers. <BR><BR> The sites are the first two to be launched under a new brand Moo, derived from the phrase 'Mobile Only One'. Moo Cosmetics is a mobile e-commerce site for beauty products, while Moo Insurance is a mobile site specialising in providing information on insurance products. <BR><BR> Dentsu will primarily be responsible for driving user traffic by placing Moo-related ads on other mobile sites, while OPT will manage the sites and promote them to advertisers. <BR><BR> The sites will be positioned as media with a high return on advertising investment, with advertiser fees determined on a cost-per-action basis, such as a purchase, an information request or call centre inquiry.