Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

• Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
• Budgets for online campaigns can only be set once annually and require a fixed commitment.
• Online campaigns generate clicks, whereas other channels generate exposure
• Budgets cannot be applied to online campaigns due to constant changes in traffic.