[Posted by Neil Strother]

Spending on mobile advertising just got a boost. Jaguar and
Land Rover committed this week to a combined $1.6 million mobile ad buy buy for
2009.

That might not mean much in other channels, but for mobile
this is significant. Few brands have devoted that much money to mobile in a
single year. And it shows that even in a recession some are willing to spend,
especially to reach consumers who increasingly access Web content from cell
phones. (You can view a report on mobile Web adoption, if you’re a
Forrester client, or arrange to buy it if you aren’t.)

The two luxury auto brands – now controlled by India’s Tata Motors – will split the budget on
campaigns through AdMob's U.S. network – a nice lift for AdMob itself as the mobile ad network continues to gain ground.

Is your brand budgeting on mobile in a significant way in
2009? If so, I’d like to hear about it for upcoming reports. Send an email to nstrother@forrester.com.