NEW YORK ? Marketers interested in providing valuable experiences on mobile are embracing programmatic and native video in growing numbers, according to a Shazam executive at the 2016 IAB Mobile Marketplace.

During the session, "Unlocking the Value of Premium Programmatic in Mobile Video," the executive explained that when it comes to advertising on its platform, it is imperative for brands to create experiences that are meaningful for the user. Leveraging native video and programmatic tactics can assist brands in creating advertising content that brings something to the table for consumers, and does not intrude on their app experience. 

?We have always tried to be as forward-thinking as we can,? said Pete Miles, vice president of ad ops at Shazam. ?Being a publisher, we are always focused on users.

?Whatever we do, we are focused on that,? he said. ?At the end of the day, we have to be focused on users and what we are providing them. 

?It is about providing experiences to the user that is valuable to the user, at the right place and the right time.?

Users on Shazam trust it for the experience they want. If advertising becomes intrusive and it becomes clear the platform is valuing its brand partners more than users, it is likely that trust will be lost and numbers will go down. 

The balance in mobile video is finding valuable content with a completely native experience. The more in tune content is with the platform it is being served on, the better the message will come across. 

The executive also noted that native video and programmatic ad strategies will continue to rise. Programmatic will continue an upward trajectory, and will start to look more like science as it develops. 

In terms of technology for Shazam, its primary user base is derived from the mobile app, but its mobile Web site also sees significant numbers. It is important for its platforms and advertising content to be streamlined to create a seamless experience. 

Many pages in the Shazam app are actually accessed through mobile Web, but the experience is so seamless that the difference is unnoticeable to users. This is very important for publishers, as consumers do not care what platform they are on but what the experience is like. 

Creating a seamless and cohesive multiplatform experience is key for retaining consumers. 

?We have a lot more flexibility with mobile Web just because there is no client release, but at the same time our users are primarily consuming Shazam.com on their phones,? Mr. Miles said. ?So to make that possible, we always try to make that experience seamless. 

?There are actually some cases when you are in the app that you are actually looking at Shazam.com you would not necessarily know that that is the case,? he said. ?So it has to be to be seamless in terms of how it appears to the user. 

?That presents technical challenges, but for us, it's important that for the user it does not really matter whether they are on the app or on the Web.?