Steganography: An Art of Hiding Data (2009) [pdf]
arxiv.org
arxiv.org
The main goal of this method is to hide information on the output image of the instrument (such as image displayed by an electronic advertising billboard). This method can be used for announcing a secret message in a public place. In general, this method is a kind of steganography, but it is done in real time on the output of a device such as electronic billboard."
The point of view of this work is much more related to watermarking than steganography, as they don't really focus on detectability.
Industries have been using watermarking for a long time, for example to identify video piracy.
Digital Watermarking, you want the "message" to be very robust to transformation. The main usage I know is to help protection against piracy, for example if somebody upload a movie online, you want to put a specific signature related to the location where you sold the movie so you can find the uploader. Eventually the uploader will try to remove the watermarking by either identifying it or by applying some transformation to the movie in hope that it will make the message unrecognizable. So it's a game between industry and the potential tricks that the uploader could apply.
The intersection between the two fields is that they both try to modify the media as little as possible.
Or protecting yourself against governments that spy on you.