IQ Digital: Value Media and responsible brand communication

iq digital media marketing GmbH is one of the leading marketers of digital quality media in Germany. As a joint venture between FAZ Verlag, Handelsblatt Media Group, Süddeutsche Zeitung Verlag and ZEIT Verlag, iq digital offers a wide range of advertising solutions from display advertising to content marketing and podcasts. With a digital reach of over 35 million users, iq digital primarily reaches target groups in the areas of news, business and finance as well as special interest areas. The company attaches great importance to innovation and quality in order to connect brands with relevant target groups. IQ Digital's trade fair appearance is dominated by a clear content-related claim: advertising should not only achieve reach, but also take place in environments that have social value. Under the guiding principle of value media, IQ Digital shows how high-quality media brands, responsible journalism, and effective brand communication can be brought together – without sacrificing performance.

Roadshow as the central trade fair format

As every year, a central highlight is the large roadshow. IQ Digital uses this format to present all new products, lines of argumentation, and market developments in a compact form. The roadshow serves not only to present products, but above all to provide context: What role do media environments play today, what responsibility do brands bear, and what effect does advertising have in the right context? Especially at a trade fair that is strongly influenced by technological topics, IQ Digital deliberately sets a counterpoint in terms of content. It is less about individual formats or technical innovations and more about the fundamental question of where and how brands want to communicate.

Value Media as part of the DNA

For IQ Digital, the term “value media” is not a short-term trend, but part of its own identity. It refers to media environments that offer more than just reach. These are journalistic offerings that take responsibility, deliver verified content, and contribute to shaping public opinion. IQ Digital positions itself as a marketer of precisely these environments. The conviction behind this is clear: those who advertise in such media not only benefit from visibility, but also from the credibility and reputation of the respective media brand.

What value media means in concrete terms

Value media is clearly defined at IQ Digital. It refers to media that have substance and offer guidance. This includes, in particular, journalistic offerings that are based on verified facts and enjoy trust. As IQ Digital understands it, value media includes, among other things:

• Journalistic media with social responsibility
• Free, verified, and reliable content
• Environments that contribute to opinion formation
• Media brands with high credibility and reputation

Impact and responsibility are not mutually exclusive

A central argument of IQ Digital is that responsibility and impact are not opposites. On the contrary: high-quality media environments increase the perception of advertising. Ads are perceived as more valuable there, messages are received as more credible, and brands are rated more positively. This impact can be proven. With its Reputation Impact Study, IQ Digital shows that the reputation of a media brand rubs off on the advertising brand. Advertising in a respected journalistic environment is perceived as measurably higher quality than in less trustworthy contexts.

Reputation impact as a performance factor

The Reputation Impact Study is a central element of this year's presentation. It makes it clear that brands benefit not only from the reach of a medium, but also from its image. An advertisement in a renowned journalistic environment not only has an impact on the brand, but also contributes to performance goals. IQ Digital deliberately takes a holistic approach here: brand communication does not have to choose between image and performance. In the right environments, both goals can be combined.

Concept, creation, and media from a single source

Another focus is on an integrated approach. IQ Digital has its own concept department, which works with clients to develop the right story, message, and dramaturgy. Media concept, creative idea, and production are intertwined. This approach ensures that campaigns are not planned in isolation, but are precisely tailored to the respective environment. Brands benefit in several ways: from the quality of the medium, from an appropriate message, and from consistent implementation.

Responsibility in the selection of media spending

IQ Digital also asks advertising brands a fundamental question: In which environments should budgets be used? Is it about short-term attention at any price or long-term brand positioning in credible contexts? This decision is becoming increasingly important, especially against the backdrop of fake news and problematic platforms. IQ Digital advocates consciously placing media spending where content is verified, relevant, and socially important.

High-quality communication instead of pure sales logic

In addition to the choice of medium, the type of communication also plays a role. IQ Digital advocates advertising that offers more than just short-term sales incentives. Within high-quality environments, content should also be of high quality – in terms of tone, message, and standards. The goal is to build brands in the long term, create trust, and convey values. Performance is not excluded, but achieved on a more stable, credible basis.

Value media as a strategic approach

The trade fair presentation clearly shows that IQ Digital does not see value media as a marketing buzzword, but as a strategic approach. Responsibility, impact, and performance are considered together. Brands that opt for this form of communication benefit from credible environments, positive perception, and lasting impact. IQ Digital thus positions itself as a partner for companies that want to consciously shape their brand communication – with journalistic quality, a clear stance, and measurable success.