The Nationwide Building Society has implemented technology from UK-based Real Time Content (RTC) to run customised marketing adverts on its Web site in a bid to increase the number of click-through rates for product ads.RTC's "adaptive media" platform customises video and audio, matching the preferences of individual viewers in real-time to deliver personalised advertising.
RTC says Nationwide placed traditional, standard video and its "adaptive" adverts on its homepage for campaign running throughout October 2007.
The vendor says its "adaptive" online video and audio adverts were customised from more than 16,000 different versions in real-time in order to appeal to the specific viewer.
RTC says a poll of 2000 visitors to the site found that the adaptive ads were 80% more likely to be played than traditional static efforts and that people who watched them were 52% more likely to buy a savings product.
The ads provided nearly two million impressions with over 100,000 adaptive video adverts delivered.
Visitors to Nationwide's site who viewed an adaptive video were also 39% more likely to recall advertisements whilst 45% of visitors surveyed wanted to find out more about the product.
Mik Hodsdon, divisional director, Nationwide, says: "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."
Banks are increasingly turning to technology that enables them to target potential customers more precisely. Spain's Banco Sabadell recently launched a campaign that uses bi-dimensional code technology to deliver promotional videos on customers' mobile handsets.
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