There are some events where you only really understand afterwards whether they were worth the effort. OMR definitely falls into that category. On site, it is loud, crowded, impressive and, at times, overwhelming. But its real value becomes clear afterwards: in conversations, follow-ups, new contacts and concrete leads.
At WEVENTURE Performance, we attended OMR in Hamburg at the beginning of May as exhibitors and experienced the festival from several perspectives: as an agency, as a sparring partner for companies and as visitors to talks and masterclasses. One thing became clear very quickly: OMR is not an event that simply works by itself. It only pays off if you know what you are looking for, who you want to meet and how to turn the many impressions into concrete next steps.
For this review, we collected the impressions and experiences of our team members who attended OMR. The result is an honest recap with our experiences, concrete learnings, justified criticism and an answer to the question of who the festival is really worth it for – and who can save themselves the money for a 2027 ticket (€649!).
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Is OMR worth it? Our quick verdict
Yes, OMR can be worth it – but it is not a guaranteed success. Anyone travelling to Hamburg without a clear goal or plan will mainly experience a very large, very loud and very expensive event. Those who use OMR strategically, however, can have valuable conversations, make new contacts, gather impulses for their own marketing and develop concrete business opportunities.
For WEVENTURE Performance, OMR 2026 was worth it. Why? Because we met many exciting companies and turned those initial conversations into concrete next steps: potential analyses, audits and consulting calls that can help turn first contacts into real client relationships.
At the same time, it is important to stay realistic: not every talk and not every masterclass delivers deep professional value. Some formats feel more like sales pitches than education, and many 20-minute talks inevitably remain on the surface. Still, you often take away useful food for thought; sometimes a new perspective, sometimes a strong formulation, and sometimes simply the confirmation that topics you have already tested or assessed strategically have now visibly arrived in the market.
Who is OMR especially worthwhile for?
OMR is particularly worthwhile for people and companies that arrive with a clear goal:
- Companies looking for new agencies, tools or partners
- Marketing teams that want to compare trends, providers and the general market mood
- Decision-makers who bring concrete questions with them
- Agencies and service providers that want to sharpen their positioning and have real conversations
- Teams that actively use networking instead of only consuming talks
- Marketers who can deliberately translate impulses from talks and masterclasses into their own strategy
Our own example shows very clearly why preparation is so important. Ahead of OMR, we deliberately built content and promoted the OMR Performance Quick Check via a dedicated landing page, Calendly booking option and LinkedIn posts. This created concrete reasons to start conversations even before the event began.
In addition, a dedicated blog article significantly increased our visibility in AI systems: visitors who used AI tools to prepare for the trade fair were actively recommended WEVENTURE as a relevant contact. In at least one case, we know specifically that this recommendation came via Gemini.
Who is OMR less suitable for?
OMR is less suitable if you expect a classic professional conference with a quiet atmosphere, in-depth workshops and plenty of space for focused learning. The festival is too large, too loud and too strongly geared towards experience, brand staging and networking for that.
The costs should also be assessed realistically. The regular Festival Pass for OMR 2026 was €599, while the early-bird price was €499. Tickets for OMR 2027 are currently listed at €649 regular price and €479 in the pre-sale. Depending on where you are travelling from and how you set things up, additional costs can quickly add up: a hotel in Hamburg, depending on location, often costs around €90–300 per night; train or flight costs are often around €50–200; on-site food and drinks can easily come to €30–80 per day; plus local transport, luggage, working time, preparation and follow-up. For exhibitors, trade fair and booth costs come on top.
- Without concrete goals, OMR quickly becomes overwhelming.
- Without appointment planning, many things happen by chance – which can work if you are very comfortable approaching people openly.
- Without follow-up, conversations often remain non-committal.
- Even with good planning, a promising masterclass can still turn out to be superficial or become a product demo.
- Without your own strategic evaluation, many impulses remain more like event noise than real strategic value.
- Without a clear cost-benefit calculation, OMR quickly becomes an expensive experience rather than a meaningful business touchpoint.
Of course, you can also visit OMR simply out of interest, curiosity or for fun. Whether several hundred euros, or quickly more than €1,000 in total costs for ticket, travel, hotel and food, are worth it personally is an individual decision. From a business and ROI perspective, however, the bar is higher – especially for smaller exhibitors and teams with limited budgets. In that case, the goal should be to earn those costs back through concrete contacts, learnings, partnerships, leads, audits or new client relationships.
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Criticism: What we didn’t like as much about OMR 2026
As valuable as OMR was for us, there were also some points of criticism. And that is exactly why a purely enthusiastic review would not be honest. OMR 2026 was impressive, but at times also overloaded. A lot of things felt big, loud and spectacular, but not all of it automatically translated into professional value.
| Topic | Our Assessment |
| Crowds | At times, it was difficult to move around comfortably or spontaneously get into certain areas or sessions. The crowds and the corresponding noise level make OMR physically and mentally demanding. |
| Masterclasses | Unfortunately, some masterclasses felt more like sales pitches for a tool than actual professional training. When only 40% of the original audience is still present by the end of a session, that says quite a lot. |
| Entertainment | Often very entertaining and sometimes informative, but not always relevant. Unfortunately, neither Heidi Klum nor her dog can help us with AI automations – although Fritz is incredibly cute and would definitely be hired by us as Feel-Good Manager. |
| Costs | Ticket, travel, hotel, preparation and follow-up quickly add up. The question “Is OMR worth it?” is often also a question of ROI. |
| Talks | 20 to 25 minutes are often not enough to cover complex topics in real depth. Good guests alone are not enough. |
| AI hype | AI, agents, automation and AI Search were everywhere. But companies do not need buzzwords. They need orientation: What actually works? And what is just hype? |
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OMR 2027: More time, higher prices – is the festival responding to criticism?
After OMR 2026, there was also public discussion around content, prices and the quality of individual formats. The masterclasses in particular came under criticism because they were not always perceived as neutral educational formats, but in some cases felt more like product presentations. This strongly reflects our own experience.
For 2027, OMR has therefore announced several changes.
| Change for OMR 2027 | What’s planned | Our Assessment |
| Three instead of two official festival days | OMR 2027 is scheduled to take place from 3 to 5 May. | In 2026, there were already side events and pre-events on the day before the main festival. In 2027, however, this additional day will be positioned much more clearly as an official part of the festival. More time may help reduce pressure on the programme. |
| First day focused on education | On 3 May, only masterclasses and side events are planned. | This makes sense if the quality of the content improves. |
| Higher ticket prices | The regular price is currently communicated as €649, with pre-sale tickets at €479. | More programme only justifies higher prices if visitors also experience noticeably more professional value. |
| More structure in the programme | Educational formats and the festival programme will be separated more clearly. | This could help visitors plan their OMR experience better and select sessions more deliberately. |
MOPO explicitly frames the changes as a response to criticism around content and prices: OMR will become longer in 2027, but also more expensive. Specifically, the first day is set to focus more strongly on education, masterclasses and side events. Hamburger Abendblatt also reports that criticism of the event has become louder, especially regarding the quality of the masterclasses.
An additional day can be a good response to part of the criticism. If masterclasses, educational formats and side events are given more space, visitors may be able to choose professional content more consciously instead of trying to squeeze everything between the expo, stages, booth conversations and networking.
But: more time does not automatically mean more quality. The key question will be whether the masterclasses in 2027 are genuinely more focused on education – or whether the same problem is simply spread across three days. If a promising title ultimately turns into another product demo, an additional day will not solve the issue.
OMR 2026 experiences from the WEVENTURE team
After OMR – it was the first time we attended – we asked around internally: What really stuck with you? The answers were very different, and that is exactly what made them interesting. We wanted to capture this mix: personal OMR experiences from our team, somewhere between Organic and Paid, Content and Data, Sales and Strategy. Not as a final verdict on the festival, but as an honest look at what genuinely helped, surprised or sometimes annoyed us at WEVENTURE Performance.
Matti Hintz: The best input came from conversations
Matti is our Head of Paid and is responsible for topics around SEA and paid social. He is also one of those people where you occasionally want to check whether labour protection laws actually apply to workhorses too.
“For me, OMR was mainly about exchanging ideas with people, less about the talks or the programme around it. The expo area in the hall where our stand was located worked particularly well for me. I had many conversations there with potential clients, but also with other exhibitors.
What I found exciting was how many different types of companies you meet there. Not just potential clients, but also potential partners, tool providers or other service providers where an exchange can be worthwhile. Especially in Paid, that is valuable because channels, tools and requirements are constantly changing.
To be honest, some of the other halls felt too big and too much for me. In our hall, by contrast, I had the feeling that real conversations were possible. Asking questions and understanding cases, rather than just walking past each other.
In terms of content, I mainly took away a few impulses on where marketing is heading: more automation, changing consumer behaviour, new tools and higher expectations around performance and efficiency. The talks did not always offer deep professional insight, but I do not think that is the only benchmark.
In the end, it depends on what you make of it. If you speak to the right people and actively seek out exchange, you can go home with good insights.”
Corinna Vorreiter: Between sensory overload and good conversations
Corinna is our Head of Organic and is responsible for topics around SEO, GEO, content and organic visibility in general. She regularly pushes our Claude usage limits to the edge.
“My impression of OMR 2026 was: huge, loud, crowded and definitely very entertaining. There were some genuinely impressive stands and activities. Paddle, flag football, people running down walls – so yes, a lot of experience and festival atmosphere.
In terms of professional depth: rather difficult. Not because there were no good contents at all, but you really had to look for them deliberately. When things became truly interesting, it was usually in the longer talks. With 20-minute formats, there often simply is not enough time to properly contextualise a topic or go into real depth.
What should also not be underestimated: OMR is just a huge event with a lot of sensory overload. Something is happening everywhere, there are people everywhere, there is programme everywhere. If you want to see something on the big stage, you really have to be there early, otherwise you will not get a seat.
The overall result at our stand was very positive. We had many good conversations and people actively approached us. For me, that was the most valuable part of OMR: not necessarily every session or every major programme item, but the conversations with people who had concrete questions and genuinely wanted to know how we approach SEO, GEO, content or AI Visibility.”
Our Head of Organic Corinna (centre) in conversation at OMR.
Lara Hötzsch: Without clear preparation, sales at OMR becomes unnecessarily hard
Lara is our Senior Marketing Manager and a true all-rounder between SEO, GEO, SEA, AdTech/tracking and sales. At OMR 2026, she was one of the most important (and most successful) points of contact at our booth.
“My biggest learning from OMR? We should have prepared even better. We had really good conversations, but that is exactly why you realise afterwards where you could have got even more out of it.
To be honest, our hook at the booth did not really hook, the booth setup was not yet as strong as it could have been, and concrete case studies or a small booklet would have helped us a lot. If someone stands in front of you with a B2C e-commerce case or a B2B lead gen question, it is simply much stronger if you can immediately say: ‘Look, we have done exactly this kind of thing before.’
What I also completely underestimated: after OMR, the real work only begins. Potential analyses, contacting leads, preparing first calls, initiating audits – all of that on top of the normal day-to-day business. Next time, I would deliberately keep one or two weeks free after the trade fair just for follow-up. Otherwise, you simply drown in it.
I would also become much more specific directly on site: not just ‘We will get back to you’, but schedule appointments immediately, record next steps and clearly state which accesses we need. Otherwise, you end up sitting in the first call later and cannot really go deep yet because the data is missing.
And yes, sales at a trade fair really is hard work. It is not just a bit of chatting and collecting business cards. You have to quickly understand what the other person’s problem is, which solution actually fits and why we, specifically, are the right partner for it. Especially at OMR, where almost every agency booth uses the same buzzwords, it is not enough to simply say: We do SEO, SEA, GEO, AI and performance. Everyone says that. We have to show much faster what really makes us different.
I also found it exciting how much our AI presence helped in the run-up to the event. The fact that people prepare for OMR with AI, search for relevant booths and then end up with us is a pretty clear proof that visibility in AI systems is not just a future topic. It brought us real leads.
To be honest, I barely saw anything of OMR itself. No masterclasses, no celebrities, no aftershows. Instead: a lot of conversations, a lot of noise, a lot of people and, in the end, a pretty empty social battery. Hamburg was still nice, the food was good – but next year I will probably turn off LinkedIn around OMR for one week before and after. Nobody really needs all those identical, ChatGPT-generated ‘My 3 learnings from OMR’ posts anymore.”
Daniel Kiefer: Question AI answers critically
Daniel is our Graphic & Design Manager and combines a strong sense for design, performance understanding and a very precise eye for detail. He is also one of those people where you know: if he takes something on, it will turn out well.
“For me, OMR was definitely a lot and very big, but also genuinely inspiring. I enjoyed meeting clients on site, talking to people and also experiencing interesting exhibitors and events beyond our own booth.
I found some of the speakers on the open stages particularly interesting. There were definitely topics that gave me new perspectives, for example Roman Howe from Anthropic, who spoke about the success of Claude and what makes Claude different. One point especially stuck with me: AI often has a tendency to give you the answer you want to hear. Claude tries to avoid exactly that as much as possible. Sometimes almost too well. I thought that was an important idea, because it shows why AI answers should always be challenged critically.
There were also interesting impulses beyond the classic AI topics. The founder of Hyrox, Tom Brady and some football presenters had interesting themes and thoughts to share. Not everything was directly transferable to our day-to-day work, but sometimes a change in perspective is enough to take something useful into your own work.
My impression of the masterclasses was mixed. Out of five sessions I attended, three were more like product advertising with interesting titles. In hindsight, I could have skipped those. But two masterclasses on AI and AI agents offered real value for me.
My most important learning from them was very clear: data is the foundation for everything you do with AI. Incorrect data leads to incorrect results. You need master data management, cleaned and standardised data and, ideally, a master data hub that creates more agility across the system landscape.
In the end, I can summarise it very simply: you need good and well-structured data to get good results with AI. The AI urgency is real – but in many companies, the infrastructure needed to implement it properly is not yet in place.”
Maria Birnbaum: Reputation beats reach
Maria is our Senior Social Media Advertising & Branding Strategist. She combines paid social, brand strategy and content with a very clear eye for societal and digital developments.
“For me, OMR 2026 had a very clear common thread: reputation beats reach. Visibility alone is no longer enough. It is no longer just about appearing in the feed or collecting short-term reach. What matters is whether a brand is visible in a credible, relevant and consistent way – including in the places where decisions are increasingly being prepared today: in AI systems.
David Roter from LinkedIn particularly stayed with me. His point was that competitive advantages are no longer created only in the feed, but increasingly also in LLMs. AI systems are becoming part of the decision-making process when it comes to which brands appear, are recommended and receive trust. For that, individual campaigns are not enough. What counts are long-term signals: credibility, expertise, trust and continuous presence.
With Ski Aggu, TikTok made it very clear once again that the classic funnel no longer works in the same way. People do not make decisions linearly. They move between need, entertainment, trust, inspiration and relevance. Growth happens where brands meet real needs – not where they try to push people stubbornly through an idealised funnel.
At the same time, I found Carsten Maschmeyer’s perspective interesting because it almost felt like a counterweight to all the digital hype. The strongest network is not created at events alone, but through personal contact, genuine appreciation and consistent nurturing over time. That sounds simple, but it is often forgotten in everyday marketing.
On the second day, Philipp Klöckner cut through the AI hype well for me. Agents will not replace every job tomorrow, energy and infrastructure are real bottlenecks, and Europe is not out of the game – but it is not leading either. There is still quite a large gap between what is currently being promised and what is actually happening operationally.
I also found Peter Jelkeby from IKEA strong. A global love brand does not stay relevant by accident. It stays relevant because, over a long period of time, it makes clear decisions about what it stands for, even as markets, target groups and channels change.
And then there was the Capital Shift session, which was important to me because it made a structural change visible: if women control a significantly larger share of investable wealth by 2030, that is not a niche topic. It changes who makes decisions, how capital flows and which target groups companies really need to understand.
My conclusion after OMR: digital visibility is not an end in itself. It is a means to build real relationships. Reach can create attention. But trust, relevance and reputation decide whether something long-term comes out of it.”
Joshua Wiesner: Inspiring, but often more show than marketing
Joshua Wiesner has now joined our SEA team permanently after completing his studies and also brings SEO experience from his time as a working student. The SEO team has accepted his move to Paid, although, to be honest, they have not quite processed it organically yet.
“I definitely took away several positive impressions from OMR 2026. The Tom Brady talk, for example, was very interesting and inspiring, especially when it came to leadership. There were many good thought impulses, even if it was not directly about online marketing.
One of the few talks with real practical marketing value for me was the GEO talk by Radyant. It included very concrete tips with directly applicable value.
I also found the interview with Wladimir Klitschko very interesting. It also had nothing to do with marketing, but it was still very insightful. I was positively surprised that the stage was also used for political topics.
An absolute highlight for me was the interview with Felix Lobrecht and Tommi Schmitt from Gemischtes Hack. They made the whole thing very humorous and also gave a few behind-the-scenes insights into their podcast. The aftershow party with SSIO was, of course, strong too.
At the same time, from my perspective, there were also many talks that offered very little value. Some formats with influencers in particular felt rather pointless to me. You often had the impression that topics were announced in a big way, but in the end there was not really much substance behind them.
25 minutes of interview time is also simply too short for many topics. Especially for the really interesting talks, it would have been nice to give them a little more time. On top of that, the interviewers were not that strong in my opinion, which became clear in the conversations with Heidi Klum and Tom Brady, among others.
Overall, parts of OMR felt a bit more show than substance to me. There were strong moments, good entertainment and individual talks with real professional relevance. But for an online marketing event, too many programme items had too little to do with online marketing.”
Raphael Boller: Good conversations and a lot of AI hype
Raphael is our Senior SEA Manager and brings the calm, structure and strong work needed to turn performance goals into real results. At OMR 2026, he was not only strong professionally, but also very successful in conversations at our booth – which, to be honest, did not surprise us.
“I spent most of my time at the booth and in conversations. That is why my overall impression of everything that happened beyond that is more of a gut feeling. But that gut feeling was quite clear: OMR is a very large event and a good hotspot for meeting familiar faces, exchanging ideas and getting a sense of what is currently occupying the marketing industry.
The selection of masterclasses, talks and formats is generally huge. There is something for almost everyone. At the same time, you really have to deliberately pick out the high-quality talks. Just because a topic sounds good does not automatically mean you will take away a lot of professional value from it.
For me, OMR was particularly interesting because you can see very clearly where companies currently stand and where they need support. At the booth, we had many interesting conversations with very different companies – some of them in very early stages. These conversations were especially valuable because you can directly sense which questions keep coming up, where there is uncertainty and which topics have really arrived in the market.
AI was, of course, present everywhere. It feels like everyone is talking about it right now. But that is exactly where it gets interesting: the key question is not just which tools exist, but what these tools can actually do and where they can concretely help companies move forward. There is often still quite a big difference between hype and real value.
My conclusion would therefore be: OMR is well suited for getting a feel for the mood within the marketing bubble. You see which topics are moving to the forefront, which questions companies are asking and where demand could develop in the future. But the greatest value does not automatically come from the programme itself. It comes from the conversations you create around it.”
Johannes Becht: Between palate damage and real value
Johannes works in our content team and focuses a lot on SEO, GEO, AI Visibility and the question of how content is found, understood and recommended today. At OMR 2026, he moved somewhere between the booth, masterclasses, extremely crowded aisles and food stalls – the latter, unfortunately, with a little too much commitment.
“My personal OMR conclusion is somewhat divided. On the one hand, the event was impressive, loud, crowded, expensive and, at times, genuinely exhausting. On the other hand, it was very valuable for us as WEVENTURE Performance – especially because real conversations happened at the booth.
What I found particularly exciting was that visitors came to us because WEVENTURE had been recommended to them during their preparation with AI systems. That is pretty tangible proof that AI Visibility is not just a theoretical SEO or GEO topic, but can actually trigger real contacts.
In terms of content, I found OMR mixed. Some masterclasses were interesting, while others honestly felt more like sales shows. “Look, this is how you build an entire system of agents with just a few clicks, but hey – first you pay hundreds of euros every month.”
That is not completely surprising, because many providers naturally want to generate leads. But when a session sounds like it will deliver strategic value and then mainly leads back to the provider’s own tool, it does leave a bit of an aftertaste.
One talk that really gave me something, however, was the session by Planeco Building and Radyant. It was very concrete about how content can generate not only traffic, but organic leads. Three levers in particular stuck with me: expert interviews, programmatic content and conversion assets. In other words, not just producing more content, but building really good content that demonstrates expertise, systematically covers search intent and ultimately turns into actual enquiries.
Beyond the content itself, OMR was also a good reality check for me. Many topics we are already testing ourselves or discussing with clients were suddenly visible everywhere there. Sometimes that was not completely new, but it was still valuable because it confirmed that we are on the right track.
What would I do differently next time? Try less to take everything in. Select more carefully beforehand. Plan more conversations. And definitely pay closer attention to what I order at food stalls – or rather, what ends up on my bill.”
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Our conclusion: Is OMR really worth it?
OMR is worth it – but not for everyone, and not automatically. If you expect a quiet professional conference format with in-depth workshops, clear structure and maximum efficiency, you will probably be disappointed. The festival is simply too large, too loud, too crowded and, in many places, too strongly focused on entertainment, brand staging and networking.
For us at WEVENTURE Performance, OMR was still worth it. Not because every talk was convincing or every masterclass delivered strong professional value. But because conversations turned into concrete contacts, contacts turned into real next steps, and visibility both on site and in AI systems created relevant business opportunities.
Our most important learning is therefore quite simple: OMR does not begin at the entrance to the exhibition halls. It begins with preparation – with content, LinkedIn, landing pages, appointment planning and clear positioning. And it does not end after two days in Hamburg either, but continues in the follow-up: follow-ups, audits, potential analyses, conversations, proposals and concrete decisions.
The criticism remains justified, though. OMR is expensive, at times overcrowded, not always deep in terms of content and, in some formats, closer to a sales pitch than to professional education. At the same time, it is a strong industry barometer. You can see which topics are occupying companies, which buzzwords are currently dominating, which tools are appearing everywhere and where there are still gaps between hype and real value.
FAQ: Common questions about OMR, our experiences and our criticism
Is OMR really worth it?
Yes, OMR can be worth it – but only with the right expectations. If you want to make contacts, get to know partners or agencies, observe market trends or develop concrete business opportunities, you can take away a lot. If, however, you are mainly expecting in-depth education in a quiet conference atmosphere, you should stay realistic: OMR is more of a festival, trade fair, networking event and conference all in one.
Who is OMR especially worthwhile for?
OMR is especially worthwhile for companies, marketing teams, agencies, tool providers, founders and decision-makers who come to Hamburg with clear questions. The event becomes particularly valuable when you plan meetings in advance, select relevant sessions, prepare contacts and reserve time after the trade fair for follow-ups, audits or potential analyses.
Who is OMR less suitable for?
OMR is less worthwhile for people who come without a clear goal, expect spontaneous in-depth professional learning or have to bear the costs entirely privately. Tickets, hotel, travel, food and time quickly add up. Anyone who does not want to or cannot generate concrete value from it will certainly experience a major event, but not necessarily a strong return.
What are the biggest points of criticism about OMR?
The most common points of criticism are crowded halls, high noise levels, sensory overload, high costs, inconsistent professional depth and masterclasses that sometimes feel more like product demos. On top of that, many talks are simply too short at 20 to 25 minutes to cover complex topics in real depth.
Is OMR more of a professional conference or a festival?
How good are the masterclasses at OMR?
How much does OMR cost in total?
In addition to the ticket (€599 in 2026, €649 in 2027), further costs quickly add up: hotel, travel, food, local transport, working time, preparation and follow-up. For visitors, this can quickly amount to more than €1,000 in total costs. For exhibitors, trade fair and booth costs come on top.
Is having a booth at OMR worth it?
What was our biggest learning as WEVENTURE Performance?
Our biggest learning was that event success today does not only happen on site. Our preparation through content, LinkedIn, the OMR Performance Quick Check, landing page, Calendly and visibility in AI systems had already created reasons for conversation before the trade fair began.
What role did AI play at OMR?
What will change at OMR 2027?
How should you best prepare for OMR?
The best preparation starts with clearly defined goals: Which people, companies or providers do you want to meet? Which sessions are truly relevant? Which topics do you want to evaluate? For exhibitors, landing pages, appointment bookings, case studies, clear booth messaging and a follow-up plan are also important. After the fair, deliberate time should be reserved for follow-up, audits, potential analyses and concrete conversations.
