Brightcove (news, site) is the latest company looking across the Atlantic as it secures further investment for expansion of its online video management service.

Adjust the Brightness

Just as Brightcove gets a lot of extra coverage via the iPad launch thanks to its HTML 5-based video digital asset management system, the company itself is looking for bigger and better things. Thanks to a US$ 12 million cash injection, which takes total investment in the company up to almost US$ 100 million, it is looking to offer its services to the EMEA market.

The money is ear-marked for expansion of its European offices and into Asia, as well as preparing the way for a public offering next year. Those investors (which include the likes of Accel Partners, General Catalyst and AOL among others) must be looking for a return, particularly as Google has recently snapped up a rival service.

Showing the Money

Brightcove saw a flurry of activity last year and last week saw the launch of its HTML 5 solution which is perfect for all those millions of Flash-unfriendly iPhones and iPads being sold. Time Magazine and The New York Times are just two of the companies using Brightcove to pump their video content out to Apple users.

Brightcove comes in Express, Professional and Enterprise flavors, starting at US$ 99 a month for up to 50 videos and 40GB bandwidth. There's a 30-day free trial for those interested in giving it a whirl. With support for all video formats and the ability to create custom store fronts, develop custom apps, generate revenue and manage huge libraries, there is a lot to recommend it.

Getting new clients will be essential if the company is to bulk up its revenue sources before seeking an IPO, something that may be worth a look if the company does go down that route in 2011.