Digital Agencies
Digital saw 52 per cent rise in ad spends : TAM AdEx report
Mumbai : TAM AdEx released a report on ‘ Advertising in digital in 2022’.
Digital saw an exceptional 58 per cent rise in 2022 over 2021. 2022 saw 52 per cent growth in Digital Ad Insertions as compared to 2021.
During the year 2022, the services sector had 45 per cent share of ad Insertions, followed by education with 12 per cent share.
Top two sectors together added more than 55 per cent share of ad insertions on digital. Building, industrial & land materials was the new entrant in the top ten sectors in 2022 as compared to 2021.
Ecom-online shopping ascended to first rank during 2022 as compared to 2021. coaching/competitive exam centre and ecom-financial services were the new entrants in the Top ten categories in 2022. Top ten categories added 45 per cent share of digital ad Insertions.
Amazon Online India & Grammarly Inc retained their first and second positions respectively during 2022 as compared to 2021. Samsung India electronics not only moved to 3 rd rank in 2022, but also was a new entrant in the Top 10 list of advertisers.
Amazon.In ascended to first position during 2022, whilst grammarly keyboard descended to the second position. During 2022, there were a total more than 11000 brands present on Digital.
Among the growing categories, cellular phones-smart phones saw the highest increase in Ad insertions with growth of 2.9 times followed by coaching/competitive exam centres with 2.1 times growth during 2022 compared to 2021.
In terms of Ad insertion growth, ecom-Online Shopping category witnessed highest growth among the Top 10 i.e. 69 per cent. Five of top ten growing categories belonged to ecom sector
More than 62000 advertisers exclusively published during Y 2022 compared to Y 2021.
Excluding YouTube, Rediff.com is the leading publisher in terms of advertising during 2022. NDTC News-India ascended to third position followed by Zeenews.india.com in 2022.
Desktop display topped with 42 per cent of digital ad insertions during 2022 followed by mobile display in second position with 29 per cent share. Ad network was the most popular method for promoting ads on digital platforms, accounting for 51 per cent of total ad Insertions, followed by programmatic method with 27 per cent share in 2022.
HTML5 ads grabbed highest Insertions (43 per cent) on digital, followed by banner ads with 32 per cent share. Video secured the third position with 25 per cent share in 2022.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
