What should companies do to entice consumers to click through their online advertisements? Give the consumers a "wow" experience with interactive shows and attractive prices, and link them seamlessly to social media websites.
That was how Harvey Norman Singapore drew eyeballs for an online advertisement that won it the inaugural award for best Web digital advertising at The Straits Times Digital Life Awards held at the Shangri-La Hotel on Tuesday.
The Harvey Norman advertisement was displayed on www.straitstimes.com and showed the latest gadget deals offered by the electronics retail chain.
Two other companies were also lauded for their innovative digital advertising campaigns. Panasonic Singapore launched an advertisement that used animation and an informative video to highlight its Viera TV set. Singapore Airlines was recognised for its campaign that focused on the flying experience on the carrier's A380 aircraft and its iconic Singapore Girl.
The annual awards, organised by Digital Life, honour the best in consumer technology gadgets and games from the year before. The awards are divided into the Editor's Choice awards, decided by the editorial team of Digital Life, and the Readers' Choice awards, based on online votes.
This year's Readers' Choice awards saw greater participation, with 410,000 votes cast, compared with 330,000 votes last year.
The big winner was Samsung, which walked away with seven awards. These included the Best Overall Smartphone and Best Phablet, both for its 5.7-inch Samsung Galaxy Note 3, as decided by the Digital Life editorial team.
Apple and Sony clinched five awards each. Readers voted Apple's iPhone 5s as the Best Smartphone Camera, while Sony's Xperia Z1 took the Editor's Choice award in the same category.
See all the results in our interactive graphic here.