Home » News Stories » Rug'BIG Data Investment Opportunity

News Stories

Job Search


Back to News »

Rug'BIG Data Investment Opportunity

Share this:
digg it  | kickit | Email it | | reddit | liveIt
Subscribe to IrishDev News RSS Add to Google
DateMonday, November 03, 2014

Rug'BIG Data Investment Opportunity

Ireland Rugby Ace Donncha O'Callaghan Touts for 4Impacts BIG Data Investment Under Employment and Investment Incentive


Irish Rugby Ace Donncha O'Callaghan and 4impacts co-founder Pat O'Flynn4impacts, an Enterprise Ireland high potential start-up co-founded by Ireland and Munster rugby player Donncha O'Callaghan, is inviting investors to help raise €500,000 funds under the Employment Investment Incentive Scheme (EIIS).



Established in January 2013, the cork based start-up aims to leverage data analytics to bring Digital Out Of Home (DOOH) advertising to the next level. Their platform merges real time DOOH audience data with data from connected mobile devices which are expected to reach 50 billion globally by 2020. The data is then further enriched by publically available social media and open-data sources, thus allowing 4impacts to deliver the last mile of data analytics software for the DOOH market.


In a strategic move, 4impacts has deployed its own network of public and private DOOH media via 50 digital retail advertising totems and a nationwide network of 250 screens in doctors' surgeries and health centres. The company claims its approach will ensure that the rich data provided by both environments will drive the innovation of the data analytics platform and expedite the commercial value of the technology while also attracting early revenue.


The 4impacts 'Health Service Network' provides a digital communication channel for pharma and healthcare companies to educate the public along with medical professionals via multiple digital touch points. The combination of this public retail and private network supports the rapid development of a highly adaptable analytics platform which the company expects a full market launch in the next 18 months.



The EII scheme allows an individual investor to obtain income tax relief on investments up to a maximum of €150,000 per annum in each tax year up to 2020. Relief is initially available to an individual at up to 30%. Up to a further 11% tax relief will be available where it has been proven that employment levels have increased at the company at the end of the holding period of 3 years or where evidence is provided that the company used the capital raised for expenditure on research and development. 



Commenting on the company's funding requirement, O'Callaghan said; "Throughout my career I have been involved in many marketing and advertising campaigns and I often found there was a disconnect between investment, value and the actual return on investment. It became clear that for every industry, the use of data is the underlying key component. With data, the domain expert is no longer the ultimate decision maker."


"We see this in rugby where the mining of historical data from before, during and after the game will have a huge influence on the approach to the next game. Our aim at 4Impacts is to apply the same deep understanding to the Digital Out Of Home environment. This DOOH industry is growing at a very fast rate however it is one of the least served by effective data analytics."



The partnership between O'Callaghan and co-founders Pat O'Flynn was born out of an IRFU and the Ernst & Young Entrepreneur of the Year mentoring programme.


O'Flynn says the company is already generating early revenue; "The market need is well defined and this disruptive approach will be a vital component for established media and network owners globally. We look forward to using the money raised to further develop the 4impacts platform and double our team from 7 to 15 in the next year."







Who Is Donncha O'Callaghan


Next Story Digital Skills Academy TechElevate


Previous Story ISA Awards 2014 Shortlist




Corporate Information




Visit EEI



Get Instant Irish Tech News Updates on our Social Channels....

Join at Facebook Join at LinkedIn Follow IrishDevdotcom on Twitter



Got a Story – Share it with the Irish Software Community – Email us at

Back to News »
digg it  | kickit | Email it | | reddit | liveIt | RSS