LONDON, January 24 /PRNewswire/ --

- With Over Two Million Impressions, Campaign Illustrates the Power of Online Video Advertising to Build Stronger Brand Awareness

Real Time Content (RTC), a leader in Adaptive Media, today announced the results of an interactive online adaptive media campaign conducted during October with Nationwide Building Society, a leading financial institution in the UK. The adaptive video campaign quadrupled click-through rates for product offerings versus traditional video campaigns online. The campaign provided nearly 2,000,000 impressions and delivered more than a 100,000 adaptive video adverts.

"Nationwide highly values the dynamic interaction consumers have online," said Mik Hodsdon, Nationwide divisional director. "The innovative capabilities of RTC's technology allow us to quickly change our focus within 24 hours to reflect consumer needs in the financial market."

RTC's adaptive media platform customizes video and audio, matching the preferences of individual viewers in real-time to deliver personalized advertising. During the campaign, adaptive ads were 80 percent more likely to be played than traditional static ads, viewer recall rates increased 48 percent and those having seen the adaptive ads were 52 percent more likely to consider purchasing a savings product from Nationwide Building Society.

One of the key factors of success in the adaptive ad marketplace is the ability to respond in near-real time to changing market and consumer demands. "As the first financial services company to use Adaptive Media, the measurable increase in brand awareness from this campaign demonstrates the significant value in using Adaptive Media for online video advertising," said Najam Kidwai, CEO of RTC. "The results from Nationwide's adaptive campaign prove the effectiveness of their new approach to online advertising."

The first campaign of its kind in the world, visitors to Nationwide's homepage saw one of three possible advertisements: traditional, standard video or adaptive video. The latter uses RTC's technology which allows users to view more than 16,000 different versions. The campaign took place during a period of extraordinary demand for E-bonds, using segments from Nationwide's award-winning "Proud to Be Different" promotion. As a result, Nationwide achieved a significant increase in online applications and sales.

More than 2,000 visitors to the site were polled. According to leading web research specialists, Virtual Surveys, conclusions showed that adaptive ads appeared more effective at gaining awareness of advertising. The adaptive ads had a positive effect on perceptions of the Web site and the user experience.

-- Visitors to Nationwide's site who viewed an adaptive video ad were 39 percent more likely to recall advertisements (28 percent recalled the traditional advert). -- Visitors above age 35 who viewed the adaptive ad were 14 percent more likely to recall advertisements than the traditional ad. -- 45 percent of visitors surveyed wanted to find out more about the product offerings. -- 49 percent of visitors felt the adaptive ads take consumer needs into account. -- 53 percent of surveyors saw the adaptive ads as innovative. -- 47 percent of those surveyed said they would be interested in seeing adaptive ads such as that of the campaign on Nationwide's site in the future.

For more information behind the concept of Adaptive Media or a demo, visit www.realtimecontent.com/demo.

Notes to editors:

In June 2007 BT and New Venture Partners LLC, the corporate venturing firm, announced that Real Time Content (RTC) is the latest company in incubation as part of BT's external venturing programme. BT's partnership with New Venture Partners LLC began in 2003. For BT spinouts, BT and New Venture Partners LLC jointly fund incubation costs, and both hold equity in the new companies that have been set up.

Real Time Content Nationwide Building Society Amber Henrie Roy Beale Account Executive, Fusion PR Press Officer +1-212-651-4228 +44-01793-655689 Amber.Henrie@FusionPR.com Roy.beale@nationwide.co.uk

About Real Time Content

RTC is the first company to empower digital content and brand owners to deliver video that dynamically changes to specifically match the interests of individual viewers in real time, maximizing the power and performance of every online experience. A leader in the Adaptive Media space, RTC's technology intelligently selects from a catalog of customized video content that is automatically delivered to and controlled by the viewer, turning ads into personalized information and entertainment vehicles. Headquartered in the UK, RTC is led by a world class team of seasoned executives with funding from BT and New Venture Partners. For further information, see www.realtimecontent.com.

About Nationwide Building Society (October 2007)

Nationwide is the world's largest building society with around 13 million members and assets of over 160 billion pounds Sterling.

Nationwide has mutual (as opposed to Public Limited Company) status, which means that it is owned by its members and is run day-to-day by an executive management team overseen by an elected board of directors.

Nationwide offers a broad range of retail financial services including mortgages, savings, current accounts, life assurance and investment products, personal loans and household insurance. The Society is the UK's second largest mortgage lender and the second largest savings provider. Nationwide members can manage their finances through approximately 900 retail outlets, and by telephone, internet and post.

The Society has around 19,000 employees. Nationwide's head office is in Swindon, with administration centres based in Northampton and Bournemouth.

Web site: http://www.realtimecontent.com http://www.realtimecontent.com/demo

Amber Henrie, Account Executive, Fusion PR for Real Time Content, +1-212-651-4228, Amber.Henrie@FusionPR.com; or Roy Beale, Press Officer of Nationwide Building Society, +44-01793-655689, Roy.beale@nationwide.co.uk