There has been lot of projections about the explosive growth of mobile applications and wireless advertising due to high penetration of advance mobile phone around the globe. Recently some form of advertising is being conducted via the wireless devices such as mobile phones, and PDAs. This remarkable development provides opportunity for companies who are innovative to use this medium to reach out to target customers. The purpose of this research was to investigate how organizations use mobile advertising in B2C Marketing. To reach this purpose we have studied two companies, and we tried to find out the factors that affect their decision to adopt mobile advertising, the type effective campaigns and the forms of mobile advertising which is being implemented. We conducted multiple case studies of two European companies. The data were obtained by telephone interviews from two senior executives of the companies.