Twitter (TWTR -2.1%) will launch 15 new ad products as well as new targeting options over the next six months, sources tell the WSJ. The first batch, including Twitter's rumored app install ads (will compete against a very popular rival product from Facebook), are due within a few weeks.
Twitter's app install ads will reportedly leverage its expandable card format for tweets, as might a click-to-call button for mobile ads. Meanwhile, Twitter has joined Facebook (previous) is working with marketing data providers such as Acxiom (ACXM -6.1%) and Datalogix to help advertisers leverage offline data to target users.
Lowering customer acquisition costs is seen as a priority for Twitter. Social media ad firm AdParlor estimates the cost of acquiring a new user via Twitter ads is $20, or 5x Facebook's $4.
Twitter has already been busy launching/testing a slew of changes to its core product to help boost user growth and lower churn, and has also made several noteworthy moves to appeal to TV advertisers.
Shares fell today amid a general tech rout, albeit less than many peers.