Today's guest on 'CMA Connect' is Karen Zuccala, Head of Brand Strategy for Google. Our host John Wiltshire, and Karen, take an in-depth look at connected TV, and how it's impacting media investments.

• Why should marketers consider Connected TV?

"Connected TV enables brands to have the best of both worlds: The big screen impact of TV, but with the precision and control of digital. And YouTube really brings together the power of reach, relevance and the world's most connected ad ecosystem."

• The importance of meeting your audiences where they are.

For marketers, Karens says it comes down to really knowing where your audience is, and where they are spending their time. It doesn't have to be either YouTube or traditional broadcast. Brands need to consciously consider the right media mix that mirrors where their target audiences are engaging.

• How can marketers keep up to rapidly changing consumer experience expectations?

"It's fair to say that for over 60 years, nothing has really changed in the world of media. I love to think about the analogy of what's happened to the evolution of the phone. It started with the rotary phone, and then it moved to the cordless phone, and then came the cell phone, and now the smartphone that we use today. I think what we're going through right now in this revolution of the TV screen is really the same journey the phone once took."

• What metrics are relevant?

"The metrics we use to measure connected TV are actually very similar to what we use to measure any type of video campaign. Views, unique users reached, frequency, and brand lift. We know that ad over exposure and frequency is an issue on broadcast. With connected TV, we're able to effectively manage ad frequency across a brand's target audience, which brings in a whole new level of efficiency to advertising."

Tune into this episode of 'CMA Connect' for the full conversation between Karen Zuccala and John Wiltshire.