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Nationwide boosts click-through rates with interactive platform

Antony Savvas

Nationwide Building Society quadrupled online click-through rates through an adaptive video campaign working with real-time content (RTC).

The interactive online adaptive media campaign conducted during last October quadrupled click-through rates for product offerings versus traditional video campaigns online.

The campaign provided nearly two million 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 customises video and audio, matching the preferences of individual viewers in real-time to deliver personalised advertising.

During the campaign, adaptive ads were 80% more likely to be played than traditional static ads, and viewer recall rates increased 48%. Those having seen the adaptive ads were 52% more likely to consider purchasing a savings product from Nationwide Building Society.

More than 2,000 visitors to the site were polled to get these results.


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