Twitter is planning to release a mobile-advertising product in the next few weeks that app makers can use to encourage downloads of their programs, according to people with knowledge of the matter.

The format, known as an app-install ad, will help the San Francisco-based microblogging company attract marketers in the e-commerce and game industries, said the people, who asked not to be identified because the information is private. If users click on one of the ads that appears in their Twitter feed on mobile devices, they will be directed to the advertiser’s page in a mobile-app store where they can download the program.

Twitter is expanding its mobile-ad offerings as it works to deliver on the promise of its November initial public offering. The company’s stock has soared 78% since then as analysts have anticipated Twitter’s annual revenue will almost double to $1.2 billion this year, even as user growth has slowed. Mobile is a key piece of Twitter’s business, since that’s where its user base is growing faster and where it derives more than 75% of ad revenue.

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