Modern TV buying is "always-on," meaning you monitor performance to improve results mid-campaign.

Buying inventory closer to the air date; this offers more flexibility but often at higher costs.

Running two related commercials—one at the start of a break and one at the end—to reinforce a message.

Watch this breakdown of how modern TV inventory works to help you choose between traditional and digital buying methods:

Determine if you want high-level brand awareness (reach/impressions) or direct action (conversions/site traffic).

Paying a premium for a guaranteed, unmovable slot in a high-profile program. 4. Measurement & Optimization