Ad-funded content models could be gaining ground, according to new research from Ipsos Mori commissioned by T-Mobile that found over a third of 16 to 34 year-olds who own a mobile phone are happy to receive mobile advertising in return for free content such as music, games or video, reports Reuters. The study also found that over half of those surveyed said they would be happy to receive local area information tailored to their needs. More importantly, those who had experienced mobile advertising hadn’t been turned off from it, with nearly half saying they were happy to interact with it in return for free content. That’s the good news. The bad news is that operators, advertisers and other industry players—terrified of ticking consumers off with invasive mobile ads—still aren’t quite sure how to move forward with them. At a T-Mobile sponsored industry round table in London on Wednesday, “leading figures” from advertising groups, operators and internet firms, came to the same old conclusion that usually comes out about mobile ads: the upside’s huge, but the ads must be “creative, relevant and non-intrusive.” What’s a useful service? You guessed it: coupons from local stores or bars blipped to your phone as you pass by them.