I had to cast on at the beginning of the row when I did some bunnies for my God babies. I did backwards loop at the end of the previous row, and then when I turned the work those stitches were at the beginning of the row so they were knitted first. HTH!
When you cast on at the end of the row (or beginning, depending on how you look at it), you do knit those st right away. If you’re casting on in the middle of a piece, say for a buttonhole or a purse handle opening, those will get worked in the next row as you work your way back.