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