Marketing Magazine reports that Nokia is to pay advertisers to create branded apps for its Ovi app store in a push to counter the dominance of Apple’s iPhone and Google Android-supported smartphones. The move comes as the Finnish vendor aims to boost its current app catalogue of around 25,000 apps, far below the 100,000 and 300,000 boasted by Google’s Android Market and Apple’s App Store, respectively. Microsoft has previously admitted it is paying developers to create apps for its new Windows Phone 7 platform.