Twitter plans to roll out up to 15 new types of timeline advertisements over the next six months, The Wall Street Journal reports. The first batch of new ad styles will reportedly debut "in a few weeks." One of those — a type of ad that allows users to quickly download smartphone apps with a tap — is already being beta tested by the company.
Facebook has offered game publishers and app developers a similar form of advertising for some time, and the Journal says it's been a major reason for the social network's uptick in ad revenue. These app-install ads will be displayed via Twitter's "cards" — posts that offer a level of interactivity beyond a typical tweet. Once a download has begun, users are automatically returned to Twitter, where they can continue scrolling down their timeline without interruption.
Twitter CEO Dick Costolo and other high-up executives at the company showcased the new cards at an ad-focused meeting last week, according to the Journal's sources. One of those demonstrations "showed how cards can be used to encourage users to sign up for sweepstakes and contests with one-click sharing of their email addresses." That sounds somewhat annoying, but it's important to note that an increase in ad styles doesn't necessarily mean you'll be seeing a greater number of ads in your timeline. Still, Twitter is clearly looking to reel in new advertisers by granting them more creative freedom than ever before. The company recently brought on a longtime YouTube employee to help sell ads against its video content and it continues to push towards profitability.