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Donncha O’Callaghan Founder and CEO of 4Impacts announces Big Data Analytics EIIS Investment Opportunity

  • 4Impacts, the only Irish company of its kind, is accessing the global Big Data market estimated to be worth $30 billion
  • Current round of fundraising under Employment and Investment Incentive (EII) scheme to end in December 2014
  • Company looking to double its workforce within 12 months

November 02nd 2014: 4Impacts, a unique high potential start up, is set to compete in the global $30BN big data market. Founded by Ireland and Munster rugby player Donncha O’Callaghan, the company is supported by its founding members, Enterprise Ireland and qualifies for the Employment Investment Incentive Scheme (EIIS). The company is currently working to attract further investors under the EII scheme and to raise €500,000 by the end of the year to facilitate further growth.

The 4Impacts platform merges real time Digital Out Of Home (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 Health Service Network with a nationwide footprint of 250 screens in doctors’ surgeries and health centres. This unique 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 and 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 with a full market launch expected in the next 18 months.

Donncha O’Callaghan, Founder and CEO 4Impacts; “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”. 

Pat O’Flynn, Founder and Director; “The partnership between 4Impacts was born out of an IRFU and the Ernst & Young Entrepreneur of the Year mentoring programme. Both Colette Toomey of Clonakilty Black Pudding and I were matched with Donncha and we have worked as a team to collectively scope and build on Donncha’s natural strengths and goal-driven focus.”    

“I am very excited about this opportunity and we are already generating early revenue which is rare in a new company. 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.”

For Further Information:
David Kinch
Hume Brophy

About 4Impacts
Established in January 2013, 4Impacts is headquartered in Little Island, Cork, and is made up of creative, innovative and forward thinking individuals whose mission is to leverage data analytics to bring DOOH advertising to the next level. The 4Impacts team come from a range of backgrounds whose common goal is to meet the challenges of the convergence of Big Data mining and DOOH media.

The investment opportunity offered under the EII Scheme offers a tax efficient and very favourable return and the prospectus is available on request. For further information visit the 4Impacts website – http://www.4impacts.com/

About EII Scheme
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 (3 years) or where evidence is provided that the company used the capital raised for expenditure on research and development. (This additional 11% will not be subject to the high earners restriction). An investor who cannot obtain relief on all his/her investment in a year of assessment, either because his/her investment exceeds the maximum of €150,000 or his/her income in that year is insufficient to absorb all of it, can carry forward the unrelieved amount to following years up to and including 2020, subject to the normal limit of €150,000 on the amount of investment that can be relieved in any one year.

1 The Big Data Market 2014–2020: Opportunities, Challenges, Strategies, Industry Verticals and Forecasts
2 Cisco’s Internet Business Solutions Group (IBSG)

Eyes on the Prize

With the launch of our Totems back in November, 4Impacts has been going from strength to strength. With digital marketing becoming a lot more popular in the market place as well as becoming more dynamic, and now with the help of 4Impacts ‘Oculus I’ solution we are able to give our customers more then just a medium to view their content, we can also provide them Return on Investment (ROI). PML show that we’ve got our ‘Eyes on the Prize’.

4Impacts Totems in the Ilac Centre

4Impacts Totems in the Ilac Centre – Christmas 2013:

As Digital Marketing assumes ever more prominence, over traditional media, 4Impacts unveiled their innovative Digital Out of Home (DOOH) platform in the ILAC Centre Wed Nov 19th with a lot of help from media buyers Kinetic. The 55” Digital Display Totem offers a unique opportunity for businesses to share their message with an average of 350,000 shoppers each week. With footfall slightly better than last year, the ILAC expect over 2 million customers in December.

Enhancing the high-definition monitors built into the totems, there is audience detection software that measures the demographic information of the people viewing the advertisements on screen.

What makes this 4Impact designed Totem unique is this Oculus I solution contained in each of the display screens that allows advertisers collate precise viewer information as 4Impacts Director of Strategy & Business Development, Oliver Kingston explains.

“Our Totems provide the advertiser with verifiable metric that allow them measure precisely their return on investment. For example, we can tell an advertiser not just how many people viewed their advertisement but also the age group and gender of those viewers as well as the length of time they spent watching the advertisement.

“This ensures that you get your message to the right people, at the right time thereby optimising sales and raising awareness”

Digital ads are a lot more interactive and engaging than traditional static out of home advertisements and that’s why 4Impacts are in the digital advertising business. 4Impacts believes that the way to advertise your campaign is on their double-sided 55” high definition monitors that shout ‘Look At Me!’.

4Impacts was founded in 2013 by CEO and international rugby star Donncha O’Callaghan and co-founder Pat O’Flynn an experienced entrepreneur. CTO Barry Guiney recently joined to focus the opportunities with digital advertising data to prove the effectiveness of this new medium.

For further information contact Oliver Kingston +353 21 451 0222 or +353 86 679 0303
e: oliverkingston@4impacts.com