The Online Marketing Rockstars (OMR) festival in Hamburg is a key event for the digital marketing industry, drawing a vast and diverse crowd. After two days immersed in this dynamic environment, Nick Waters, Global CEO of Northern Europe at Making Science, reflected on the current state and future trajectory of digital marketing.
1. The Sheer Scale of Digital Marketing
OMR’s sheer scale is a spectacle in itself. It gathers everyone from industry giants to niche innovators and highlights the immense size and vitality of the digital marketing arena.
2. Navigating the Complex Vendor Landscape
The OMR exhibition floor can feel like a walk through the intricate LUMA Partners landscape. A plethora of vendors offer seemingly similar solutions: real-time insights for better decision-making, omnichannel attribution, data visualization, privacy solutions, and automated content creation. This raises a critical question for brands: How much real differentiation exists, and how can they identify the solutions that truly deliver unique value?
3. The Indispensable Role of Human Expertise
These observations underscore a crucial point: In an increasingly automated world, expert advisors are more important than ever. At Making Science, we believe that smart humans, with their strategic thinking, creative insight, and nuanced understanding, are the true differentiators in helping brands navigate this complexity and achieve their business goals.
4. The AI Tsunami is Here
Artificial intelligence is no longer a future trend; it’s a present reality, poised to disrupt the entire marketing services ecosystem. An “AI tsunami” is on the horizon, and businesses that are unprepared or underprepared risk being swept aside by its transformative power.
5. The Evolving Definition of Commerce
OMR showcased a strong emphasis on “commerce” related offerings, yet the discussion around “retail media” seemed relatively muted. This prompts questions about whether the concept of “retail media” is being repackaged, redefined, or integrated into a broader commerce narrative.
6. The Untapped Potential of Streaming TV
Streaming TV’s commercial presence in Europe still lags behind its adoption in the US, suggesting a significant growth opportunity. As viewing habits continue to shift, this channel is poised to become an increasingly important component of the marketing mix.
7. Agency Presence and the Question of ROI
The limited presence of traditional agencies at OMR is a notable observation. The high cost of participation likely leads to a critical evaluation of return on investment, forcing agencies to prioritize their event strategies.
8. The Inevitable Amplification of the AI Conversation
Looking ahead, Waters predicts that the focus on AI will only intensify. The “AI noise” will be even louder at upcoming events like Cannes and reach a crescendo at OMR 2026, demanding that the industry move beyond hype to practical application.
Conclusion: Embracing Change and Prioritizing Expertise
OMR 2025 served as a powerful reminder of the dynamic and rapidly evolving nature of digital marketing. As Nick Waters’ reflections highlight, the industry faces both immense opportunities and significant challenges. At Making Science, we believe that success in this environment requires a combination of embracing technological innovation, particularly in AI, and prioritizing human expertise. By staying ahead of the curve and providing our clients with strategic guidance, we empower them to navigate complexity, capitalize on emerging trends, and achieve sustainable growth.
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