iq digital, based in Düsseldorf, is a partner of the IU Research Centre for Sustainable Media & Marketing, one of five research centres at IU International University with over 130,000 students. As a marketer of Germany's leading media, responsibility in media planning is one of our most important issues.

 

Since media planning should do much more than just optimise reach in the current climate, the IU Research Centre for Sustainable Media & Marketing (RCSMM) has published a white paper on the topic of value media in collaboration with the German Digital Economy Association (BVDW). The white paper is the first data-supported assessment of value media from the perspective of decision-makers in media and marketing in Germany. 

  

The document shows that the often-discussed behaviour–attitude gap exists not only among consumers, but also at the decision-maker level. Values such as journalistic quality, transparency, diversity and brand safety are held in high regard on panels and in specialist articles. In everyday practice, however, they are often not implemented because sustainable aspects have been difficult to measure up to now and therefore often fall behind ‘simpler’ KPIs.  

 

Rhiana Koch, Director of Brand Management at iq digital, comments: ‘The findings in the Value Media White Paper confirm what we experience every day: sustainability and values must become key drivers in media planning. As digital marketers for Germany's leading media outlets, we are actively shaping this change.’

 

In the current survey, more than 300 decision-makers from advertising companies, agencies and media houses provided answers to various topics, such as:

 

• ESG Relevance & Responsibility: Who is responsible for sustainability in media and marketing, and where is it anchored organisationally?

 

• ESG Awareness: How well established is knowledge of this in companies?

 

• Social Impact: Which social impacts of media are considered particularly relevant?

 

• AI Value: Which values are most strongly influenced by AI in media companies?

 

• Alignment: What role do personal values play in final decisions?

 

 

The analysis shows that there are significant differences between professional roles, industries and areas of responsibility. 

 

 

The complete white paper is available for download here