Between Side Events and Networking: A Look at OMR 2026
16. Jun 2026
Two days packed with inspiration, fascinating insights, and innovative trends—OMR has once again shown us where the digital world is headed. In a conversation with our colleague Robel Mutlu, we get a glimpse into what’s ahead.
OMR stands for Online Marketing Rockstars and is a festival in Hamburg that is now one of Europe’s largest events for digital marketing, media, and technology. Tens of thousands of industry professionals gather there every year. Attendees listen to presentations, discover new trends, and, above all, expand their professional networks.
The festival has its roots in a relatively small conference: the first edition of Online Marketing Rockstars took place in Hamburg in 2011 with around 200 guests. Within just a few years, this modest industry gathering evolved into a major international event featuring multiple exhibition halls and hundreds of exhibitors.
Particularly noteworthy is the festival’s close connection to the city of Hamburg. During the event, the festival shapes not only the exhibition grounds but also the surrounding cityscape. Numerous side events, networking gatherings, and evening programs take place in bars, clubs, and urban venues. As a result, the OMR becomes an integral part of Hamburg’s cultural and economic life for several days.
The festival is particularly interesting for people in the fields of marketing, communication, media, and journalism, as well as e-commerce, technology, and business development. But students, founders, and anyone interested in digital trends and the future development of the economy can also gain valuable insights there. Our colleague Robel Mutlu from empiriecom, along with empiriecom Managing Director Ralf Männlein, also attended the event from May 4–6 and shares a few behind-the-scenes insights here.
Hi Robel, what were your expectations when you went to Hamburg?
Robel: We have been attending the OMR as visitors on a regular basis for several years now. The event is an excellent source of information for us on current industry topics and trends. In addition, OMR offers a valuable platform for scheduling specific meetings with our customers and partners—an opportunity we naturally take full advantage of.
You spent most of your time at the side events. What exactly do you mean by that?
Robel: We madethe most of the OMR Days and expanded our involvement to include the side events. These events, which are organized by our partners and take place off-site, offer an excellent opportunity for networking. This allowed us to make the most of our time in Hamburg with our clients and agencies. The participants in these side events include founders, CEOs, and decision-makers from e-commerce companies and tech firms across the DACH region.
Where would you say the festival really takes place: at the trade show or at the side events around town? And which topics stood out the most?
Robel: That depends entirely on individual expectations and the positioning of the target audiences. The OMR itself offers comprehensive insights into the latest industry trends and valuable content. At the same time, the numerous side events enable targeted expansion of the client network. Taken as a whole, the OMR thus represents an excellent platform for knowledge exchange and strategic networking. This year, artificial intelligence was a central theme.
Was there anything that surprised you?
Robel: The OMR has grown into an impressive mega-event that attracts numerous prominent figures from the media world. Our e-commerce-specific topics form an important, albeit integrated, part of the overall program. The masterclasses, which offered valuable insights into current trends, were particularly noteworthy.
Masterclasses are in-depth workshops at OMR where experts share practical insights, strategies, and best practices on current digital and marketing topics.
What was your personal highlight, and what will you take away from this year's visit?
Robel: Personally, I was impressed by the excellent presentations and high-quality masterclasses. In addition, the side events are always a highlight and offer excellent opportunities for effective networking.
To anyone who isn't familiar with it, how would you describe the OMR?
Robel: Impressive scale. Highly relevant. High quality.
Thank you very much, Robel, for sharing your insights on your visit to OMR26. This interview was conducted by Marion Ganz from the BAUR Group’s Corporate Communications department.
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