LONDON, October 2 /PRNewswire/ --

- RTC Dynamically Adapts Award-Winning 'Proud to Be Different' Promotion
to Increase Retention, Relevancy, Brand Effectiveness and Customer
Interaction -

Real Time Content, BT's latest spin-off company as well as the leader in
Adaptive Media campaigns, announces that Nationwide Building Society, amongst
the largest financial institutions in the UK, is using Adaptive Media to
create a more interactive and effective online experience for its viewers on
www.nationwide.co.uk. This campaign starts at the beginning of October and
will run for about a month.

Leveraging the financial company's award-winning broadcast advertising
campaign that highlights individual customer service, Nationwide is
introducing adaptive video based on each person's interests, needs, geography
and background. This now offers a video advertising experience that speaks
directly to the individual viewer as opposed to a couple of generic
repetitive ads targeting everyone. To create this seamless and compelling
experience, RTC uses profile data, surfing trends and bandwidth capabilities.

"This campaign demonstrates how our platform maximizes Nationwide's
digital ad spend by giving viewers an engaging and targeted video interaction
that exponentially increases click-through rates and consumer response," said
Najam Kidwai, CEO of Real Time Content. "Nationwide is leading the way as it
understands the power of video on the Internet and is demanding a new
experience - one that isn't duplicated anywhere else or for anyone else."

Before making the move to online, Nationwide Building Society has
advertised in traditional media channels including TV, radio and outdoor. It
provides financial services both directly and through over 900 retail
outlets. It has around 13 million members and employs around 19,000 people
across the UK.

"RTC's adaptive media technology drastically changes the way we use video
and build campaigns to give us a better contact and reach with our current
and future customers," said Richard Searle, head of electronic channels,
Nationwide Building Society. "This innovative approach allows us to
capitalize on all of our video assets and constantly offer different content
depending on our outreach and business needs."

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.

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.

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'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 centre's based in Northampton and Bournemouth.

For further information, see www.realtimecontent.com.

Real Time Content
    Suzanne McGee
    Senior Account Manager, Fusion PR
    O: +1-212-651-4223
    M: +1-781-354-2434
    Suzanne.McGee@FusionPR.com

    Nationwide Building Society
    Rachel Shephard
    Press Officer
    O: +44-01793-657225
    Rachel.shephard@nationwide.co.uk

    Web site: http://www.realtimecontent.com
              http://www.nationwide.co.uk