Digital Agencies
India advertising market to see 15% growth in 2022: Magna advertising forecast
New Delhi: Advertising revenues swung back to a healthy growth rate of 14 per cent in 2021, rising from Rs 577 billion to Rs 657 billion. The growth is likely to accelerate further in 2022, with a 15 per cent rise in advertising revenue according to the Magna Global Forecasting Report released on Thursday.
While the digital ad formats grew by 20 per cent to Rs 214 billion this year, the traditional media rose 12 per cent. Ecommerce, Retail, Durables, Beverages, Pharma, Real estate, Finance, and Education remained the most active categories while automobile, government, personal care, and communication brands continued to hold back their spending.
TV to grow by 11 per cent to reach Rs 294 billion by 2022 end
Despite the Covid-led disruptions, television performed well in 2021 with original programming and Live sports events including the IPL and ICC T20 World Cup which boosted its revenue growth. With IPL media rights coming up in 2022, valuation this time is going to be even higher with the increase in the number of teams and the number of matches. With this factor, coupled with a few critical state elections, TV is expected to maintain momentum and grow by +11 per cent to reach Rs 294 billion by the end of 2022, according to the forecast.
Video and Social Media to lead Digital ad-spends
Digital advertising is currently the second-largest segment at 33 per cent market share. As per the forecast, Video and social platforms are likely to gain significant advertising share followed by audio and display. Overall, digital advertising revenues are expected to grow 18.5 per cent next year to top Rs 250 billion, as per the forecast.
Growth of print to be broad-based
In 2021, overall print grew +12 per cent from a low base (2020: -40 per cent), despite the slowdown in business. Growth has come from Retail, Durables, Finance, Real Estate, and Government spending. 2022 growth is expected to be broad-based, with most categories increasing spends and elections in a few large states helping to drive an increase of +14 per cent. With all Covid-19 restrictions lifted, the wedding season (which typically begins in October and lasts through March/April) will present another opportunity for print to thrive.
Radio to witness growth of 21 per cent in 2022.
Radio is expected to gain back the transit audience listeners lost during the lockdowns. Growth in both listenership and revenue is expected to come from tier 2 and tier 3 markets. Overall, radio advertising revenues grew +20 per cent in 2021 to reach ₹16 billion, nearly 70 per cent of the pre-Covid market size. Growth was driven by e-commerce, food, pharma, and retail advertising. Growth of +21 per cent is expected for 2022.
OOH growth to accelerate
OOH traffic numbers are already reaching pre-Covid levels, with passenger footfall in airports and the metro increasing rapidly. OOH, (digital & static, not including cinema) revenues rebounded by +17 per cent in 2021 and an acceleration (+20 per cent) is expected in 2022, with revenues reaching 67 per cent of 2019 pre-Covid market size at the end of the year. Automobile, real estate, OTT and finance are a few categories driving OOH advertising growth.
Major Sectors
According to the forecast, travel & hospitality will see a resurgence in 2022, with the relaxation in travel regulations. The automobile and handset sectors that experienced supply-side issues will bounce back, too, along with education, realty, retail, and fashion sectors. Traditionally TV-heavy categories, like FMCG, personal products, and food are expected to increase their share of digital advertising. Advertisers will also pursue every shoppable moment to offer “anywhere commerce” to their consumers. With local players in Reliance and Tata e-commerce platforms gaining more traction, the sector will further increase its share of advertising.
IPG Mediabrands India CEO Shashi Sinha said, “Waning fear of the virus, along with the opening of economic and leisure activities, has given a boost to demand and improved business sentiment. The Indian advertising marketplace is experiencing recovery and accelerated adoption of non-conventional methods by all forms of media to engage consumers is helping along the recovery path. Though the second Covid wave in 2021Q2 disrupted the momentum, ad revenue in 2021 will grow at a healthy rate after contracting -22 per cent in 2020
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.
