Research by Deloitte has investigated the online advertising market for the Dutch retail sector. It found that advertisers are increasingly embracing Google Shopping ads. The amount of advertising budget being spent on Google Shopping ads went up from just 6% in 2014 to 23% in 2015, a threefold increase. Google Shopping ads display at the top of the Google search results when a user searches for products online. Dutch retailers are also realising the importance of mobile advertising. Retail and travel companies spent a record 49% of their advertising budgets on mobile ads last year, a higher proportion than ever before. Dutch online advertisers are expected to spend 733 million Euros on their paid search campaigns this year, roughly 200 million Euros more than last year.