Dive Brief:
- In an effort to lure app developers to its new Fire phone, Amazon is guaranteeing ad rates of $6 per thousand impressions.
- To compare, Twitter's MoPub reported an average of $2.99 per thousand impressions.
- Amazon is hoping the higher ad rates will inspire more developers to create ads prior to the Fire phone's release on July 25.
Dive Insight:
As they say, money talks. Amazon has already received some pushback from the media about the Fire phone regarding its high cost and relatively low functionality compared to main rivals Apple and Google. If Amazon is able to bulk up the number and quality of apps to be more on par with rivals, that could help its reputation.
