The video ads will be much like those you find on other platforms, such as iTunes.

Twitter is not limiting advertising to in-app activity as Apple does, though so videos could also cleverly highlight the benefits of the app, reported the Next Web.

The company is also changing how advertisers pay for ad space. A new 'optimised action bidding' scheme only charges for ads that see results.

This new bidding type allows app install advertisers to optimise their bids according to install, while still paying by app click -- offering another way to lower cost-per-installs.

Twitter says it can increase cost-efficiency for many of its customers.