Twitter is cooking up some big changes for its brand pages, AdAge is reporting.

The company is planning to let advertisers tack on experiences to the brand pages, AdAge said, expanding beyond the traditional 140-character format, and letting developers build e-commerce, contests, and sweepstakes into the pages.

Launched in December, brand pages feature a big, customized header with the top tweet automatically expanded if it includes a photo or video. Brand pages are only offered to Twitter advertisers – those that buy promoted tweets or trends on the site. Twenty-one companies such as Nike, Disney, PepsiCo, and Coca-Cola were part of the launch group and brands that purchased at least $25,000 in advertising were brought on in January, AdAge said.

Twitter did not immediately respond to questions from PCMag and has not commented on the rumored changes. AdAge claimed Twitter will roll out new brand pages later this year.

AdAge said Twitter is trying lure people to spend more time on its site, which is part of the reason it's beefing up experiences on brand pages.

Twitter announced last week that it will expand its advertising program to mobile apps. In the coming weeks, promoted tweets will begin showing up in users' timelines on their Android and iPhone apps. They will also see items like promoted recommendations under lists of who to follow. Previously, ads and promotions only appeared on the mobile Web version of Twitter.

Twitter first started including promoted tweets in users' feeds in September. It revealed the promoted accounts program a month later.