The service is currently sponsored by the Tri-State BMW Dealer's Association, whose ads appear when the video is loading. The deal complements BMW's existing program of advertising around radio traffic reports. John Tuchtenhagen, media supervisor at GSD&M, Tri-State BMW's ad agency, says such applications are utilized by "a small but very cutting-edge, forward-thinking, ideas-driven audience--a perfect fit with BMW's target audience."
The new service rolled out earlier this month after a test launch in November, in coordination with WCBS Newsradio. 3rd Dimension plans to bring similar services to other large metro metropolitan markets in the next few years.
Recently, major mobile carriers like Verizon and Cingular-AT&T have struck deals with content owners, including the broadcast TV networks, to make content available to users who pay an extra subscription fee. However, 3rd Dimension's service appears to be the first free, ad-supported traffic-monitoring application for mobile devices.