YuMe Not Among Top Video Ad Firms in U.S.

Despite company's size, pre-IPO firm falls below bigger exchanges and networks

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.