Nationwide Building Society
Objectives
Nationwide engaged RTC to help them increase ad awareness on the Nationwide website and on 3rd party websites. Additional metrics were set to increase user’s time spent on Nationwide site pages and generate increased purchase intent through personalization of existing video assets. Nationwide were also keen to explore the effects of Adaptive Media applications on perceived brand value.
RTC Solution
In collaboration with Nationwide, RTC developed an Adaptive Video Ad to be deployed on the Nationwide homepage and 3rd party sites. The ad utilized existing video content and allowed users to specify key areas of adaptation, including ad time.
Results
The adaptive video campaign quadrupled click-thru 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.”
During the campaign, adaptive adverts were 80 percent more likely to be played than
traditional static ads, viewer recall rates increased 48 percent and those having seen
the adaptive adverts were 52 percent more likely to consider purchasing a savings
product from Nationwide Building Society.
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. 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 adverts
appeared more effective at gaining awareness of advertising. The adaptive adverts had
a positive effect on perceptions of the Web site and the user experience.
- Visitors to Nationwide’s site who viewed an adaptive video advert were 39 percent more likely to recall advertisements
(28 percent recalled the traditional advert). - Visitors above age 35 who viewed the adaptive advert were 14 percent more likely to recall advertisements than the traditional advert.
- 45 percent of visitors surveyed wanted to find out more
about the product offerings. - 49 percent of visitors felt the adaptive adverts take consumer needs into account.
- 53 percent of surveyors saw the adaptive adverts 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.
