This chapter shows how retailers – without any previous experience or education – utilize a new mobile advertising channel. The chapter focuses on permission-based mobile advertising and the specific features that should be considered when designing and targeting mobile advertising. The empirical part of the chapter analyzes data from a field trial where Finnish retailers were able to use mobile advertising. The empirical data is obtained through the use of content analysis. Data analysis explores whether the retailers positioned the m-adverts to target either individuals or groups and whether the content of the m-adverts reflected and utilized the medium’s specific features. The results of this analysis suggest that both retailers and advertising agencies have to learn how to use m-advertising as a new media. Conclusions of the chapter suggest ways to fully utilize the potential of mobile advertising.