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The campaign, created by Real Time Content (RTC), allowed users to see an adapted video advert that had 16,000 different versions.

By customizing the video and audio, technology matched the preferences of individual viewers in real-time to deliver personalised advertising.

The campaign provided nearly 2,000,000 impressions and delivered more than a 100,000 adaptive video adverts.

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

Mik Hodson, Nationwide divisional director, said: "Nationwide has a thirst to be at the frontline of things. Personalisation will be the big agenda-setter over the next few years, enabling customers to tailor their experience.

"Nationwide is a low-risk organisation, but it likes to play with technology. RTC did exactly what it said on the tin, as the results show."

The initiative was set up by Richard Clark, who recently left Nationwide to become marketing manager at DSG International.

Hodson added that Nationwide will launch a second initiative, targeting from a search perspective, this spring.

"The first version was based on adapting video content. Phase Two will adapt the whole presentation of the page to the user."

Nationwide is currently reviewing its natural search strategy, and how to better integrate it with tailored PR messaging.