What it is
OMR Festival is the largest digital marketing and tech event in Europe. The 2027 edition is extended to three days, May 3 to 5, at Hamburg Messe. The 2026 edition drew around 70,000 attendees, and the program brings 800+ speakers and more than 1,000 exhibitors and partners.
Day one is dedicated to learning, with masterclasses and side events. Days two and three add keynotes, panels and interviews on six stages, 300+ masterclasses and 200+ guided tours of the expo. Topics range from AI and ecommerce to performance marketing, with a festival atmosphere and live music in the evenings.
Why it matters for smaller online stores
- The masterclasses are some of the most practical marketing sessions in Europe, from paid social and SEO to email and marketplaces.
- Nearly every marketing tool used by German and European stores exhibits, so it is a good place to compare your stack.
- For stores selling in the DACH region, it shows how German shoppers and marketers think.
Who should go
- Marketing and ecommerce managers responsible for paid ads, SEO, email or social
- Founders of DTC brands who want a lot of practical marketing content in a few days
- Stores selling in Germany, Austria or Switzerland
How to get the most out of it
- Book masterclasses as soon as booking opens. Popular ones fill up fast.
- Use day one for masterclasses only. The expo days are crowded and better for meetings and tours.
- Many sessions are in German. Check the language label before you plan your day.