They're still ads, and they'll still be annoying. But telecom analyst Jeff Kagan probably has a point when he says that if consumers will like any ads at all, they'll be ones that are appropriate to the consumers' demographic.

For example, younger cell phone users (18-39 according to the story, though that's a huge range) might want ads that play like games, similar to what you'll find on the desktop.

Other users might want free cell phone minutes, or possibly cash, in exchange for viewing ads.

Harris Reports Acceptance Of Mobile Ads On The Rise [MediaPost]