Web video ad network YuMe filed for an IPO last week. One eye-popping stat in its S1 notes is that it had more than 257 million monthly unique viewers worldwide during May 2013 and a large customer base that includes 64 of the top 100 U.S. advertisers.
In other words, YuMe's network is huge, as are most ad networks. Tremor Video, which launched its own lackluster IPO on June 27, didn't make nearly such a big size claim, saying only that it sells inventory on 500 sites. But interestingly, according to comScore, YuMe is not among the top U.S. Web Video properties in terms of video ads delivered, at least according to the May figures:
Property Video Ads (000) % Reach Total U.S. Population
BrightRoll 2,624,509 52.5
Google Sites 2,553,208 34.9
LiveRail.com 2,128,167 28.9
Adap.tv 2,098,981 43.1
Hulu 1,666,610 7.6
Specific Media 1,411,102 36.5
TubeMogul 1,225,897 29.4
Tremor Video 882,522 24.5
Videology 632,899 25.1
AOL 630,551 16.9
Of course, this ranking is by definition apples and oranges, as it includes networks, exchanges, platforms and video destination sites. But you'd think that with a $65 million IPO, YuMe would be promising a bigger U.S. reach.
Also noteworthy: Hulu, which is still up for sale, delivers the fifth largest number of Web video ads in the U.S., yet only reaches 7.6 percent of the U.S. population.