The recent Digital Boom has created additional advertising opportunities for clients. The increasing number of people tuning into radio on their smartphones or computer has resulted in a 15% increase in digital ad revenue since 2011. Running on a stations stream, along with their terrestrial airwaves helps to increase the frequency and reach of a commercial or message. Many stations value their streaming inventory at a fraction of their terrestrial inventory, which could be a good bargain for advertisers, especially in the direct response sector. However, nobody, not even station Sales Managers, claim that buying the stream will reach the same audience as on-air, or will be as responsive. However, the advertising trends we are seeing might suggest that the gap is narrowing.