Established in 1995, peoplecount is a highly respected and innovative third-party supplier of audience measurement and advertising effectiveness research for digital, static and vehicle-based out-of-home advertising, place-based media and in-retail networks. peoplecount has developed many out-of-home advertising measurement models including the Traffic Audit Bureau’s transit and pedestrian metrics used throughout the US.

peoplecount emphasizes responsiveness and client support in a progressive, creative environment. As a registered consulting engineering firm for over 20 years peoplecount continues to innovate and push boundaries by experimenting with cutting-edge technologies balanced with a commitment to the traditional values necessary to maintain our solid reputation for integrity.

We pride ourselves on our contemporary, dynamic perspective, and were recognized for these qualities when we won the 2009 MediaPost DOOH Award for Most Innovative Audience Research/Metrics System. peoplecount was also short-listed for a 2010 Media Innovation Award (MIA) for its “Mobilecounts Audience Measurement” methodology, for a project with McDonald’s mobile advertising in Atlantic Canada.

We offer customizable services that are easily scaleable to accommodate even very small or very large projects or advertising networks.

peoplecount balances traditional values of integrity and client support with a constantly evolving, creative perspective.


Committed to serving the Out-of-Home industry, peoplecount operates from its offices in Toronto, with staff including traffic engineers, GIS specialists, executive staff and a network of contract survey staff across the U.S. and Canada.

The role of President and Chief Methodologist is held by the founder of peoplecount, Kelly McGillivray, P. Eng. As a registered professional engineer Kelly is well trained and experienced in pedestrian modeling, traffic engineering, statistical methods and the execution of major research and survey projects. She has more than 25 years of experience in audience measurement and advertising effectiveness research for the out-of-home advertising industry. A depth and breadth of industry knowledge that is unmatched enables Kelly to excel at extracting the gold nuggets from vast amounts of data and turning them into a compelling value proposition for your medium.

Mike Latka is the Director, Analytics and Insights. With a degree in Geography and specialist certificate in Geographic Information Systems (GIS), coupled with an extensive background in database management and analysis, Mike brings a wealth of knowledge to the peoplecount team and manages his department with a powerful mix of humor and intelligence.


Our clients include out-of-home advertising associations, advertising agencies, operators of mobile and digital out-of-home advertising networks, retailers, government entities, landowners and real estate companies.