The best connections aren't made on stages. They happen next door.
Two days. Fifty meters from the convention center. An energy entirely its own.
BACKYARD is an independently curated space during OMR week — no exhibition booths, no main stage.
Instead, a deliberately different format: intimate, curated, and designed for meaningful exchange beyond the rush of the show floor.
Created for everyone who values OMR and occasionally appreciates a place where conversations can slow down, open up, and go as deep as they deserve.
What to expect
For the first time ever, the Serviceplan Group opens BACKYARD — an entirely new, deliberately curated space created exclusively for this moment.
Set at Claudio’s, just steps from the convention center, BACKYARD is not another side event, but a private setting designed for genuine encounters, meaningful conversations, and an exceptional atmosphere.
We bring together a carefully selected circle of C‑level leaders from Brand, Media, MarTech, Creative, AdTech, and Communications.
Attendance is intentionally limited to create a space for real exchange, fresh perspectives, and connections that rarely happen at large-scale events.
BACKYARD marks the beginning of a new event format hosted by Serviceplan Group — intimate, intentional, and built around the people shaping the future of our industry.
Agenda
Day 1 - May 5
09:00 - Doors open, welcome, coffee & breakfast
12:00 - Lunch buffet (ground floor)
18:00 - BBQ Evening begins
Evening - Party with DJ by Spotify
Open End
Roundtables Day 1 - May 5
12:00 - 14:00 hosted by Netflix
15:00 - 16:00 hosted by FAQ
16:30 - 17:30 Cultural Topic
Day 2 - May 6
09:00 - Doors open, welcome, coffee & breakfast
12:00 - Lunch buffet (ground floor)
17:00 - Event ends
Roundtables Day 2 - May 6
09:30 - 11:30 hosted by Tealium
12:00 - 13:45 hosted by Vercel & Contentful
14:00 - 16:00 hosted by BVDW
Outside of Roundtable times, the entire venue is open for free networking and conversations.
Venue
For our location, we chose Claudio's – Hamburg's finest Spanish restaurant – situated directly across from the Hamburg Messe convention halls. Expect outstanding Spanish cuisine and drinks.
Claudio's Restaurant und Bar
Tschaikowskypl. 2, 20355 Hamburg
Register Now
Secure your spot at the side event – capacity is strictly limited:
Last year's highlights
