An recent application of steganography is to create image barcodes. The challenge is recovering the data after the image has been printed. You can learn more about it at http://www.matthewtancik.com/stegastamp
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.