SAN FRANCISCO, April 23 /PRNewswire/ --

- Unique Adaptive Online Video Campaign Increases Ad Recall and Click- Through Rates

Web 2.0 Expo San Francisco -- Real Time Content (RTC) and Nationwide Building Society today announced results for Nationwide's targeted advertising program aimed at home insurance consumers. The pioneering campaign increased sales activity through quotes and applications by more than fifty percent versus traditional campaigns. The campaign delivered more than 5,000,000 online adaptive video adverts.

"Personalization is very important for brands nowadays and RTC allowed us to integrate the Nationwide brand with adapted messaging-reaching customers with targeted and tailored messages," said Mik Hodsdon, Nationwide divisional director. "The objective of the campaign was to bridge and integrate consumers TV experience with that online, and provide them with an interactive experience. We are delighted with the results we have seen from the campaign."

Nationwide provided RTC with video assets from its DRTV campaign featuring a well-known bank manager character played by Mark Benton. The campaign increased awareness and consideration of Nationwide Building Society as a supplier of home insurance by leveraging the well known icon from TV to the PC. The adaptive video advertisements generated substantial interest among online users. The campaign more than doubled click through rates.

"Nationwide Building Society's vision to deliver a truly unique experience for their customer's builds on the multifaceted power of video. Adaptive media campaigns greatly increase awareness and speak to customers of brand offerings on an individual level," said Najam Kidwai, CEO of RTC. "The digital media landscape is changing and RTC sees the legacy linear media model evolving into an adaptive model delivered across multiple platforms. Both the challenge and opportunity lie in customizing video and audio to match individual customers' interests in real-time."

RTC's Adaptive Media technology creates a unique consumer interaction by combining the delivery of an infinite number of variations of video content with viewer profiles and real-time feedback. During the campaign, the adaptive ads generated a massive 2.4 x greater click through rate than animated display ads or non-adaptive video ads for the same product. In addition, nearly 50 percent of visitors felt the adaptive ads spoke to their individual needs.

To view a demo of the application visit Real Time Content at booth #344 or click here: www.realtimecontent.com/demo.

About Real Time Content

Real Time Content, Inc. transforms the traditional linear online video encounter into a dynamic and interactive experience with millions of customized variations specific to each person. Now, brands, advertisers and interactive agencies can use RTC's Adaptive Media platform to reach individuals with unique video content that is constantly changing with each interaction. Using video generated for online, mobile or TV, this new approach shifts the online paradigm from contacting the mass market to connecting to the individual. Validating its approach, AlwaysOn selected the company as an OnMedia Top 100 winner as well as Red Herring naming the company a Europe Top 100.

Headquartered in the US, RTC has offices in New York and London and is led by a world class team of seasoned executives with funding from British Telecommunications Tlc. and New Venture Partners.

About Nationwide Building Society (April 2008)

Nationwide is the world's largest building society with over 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's members can manage their finances through over 900 retail outlets, 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.

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

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

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