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