影音的應用範圍非常廣泛且多元，早期電視用來政令宣導，現代影音則已成為行銷利器。傳統媒體時代，影音作品以節目形式提供大眾娛樂及教育，由於對話淺顯易懂且與一般生活情境相符而容易讓觀者接受，

漸漸的，節目中開始置入產品藉以行銷，或是置入談話或對話內容以意識行銷。
也有以新聞報導方式製作的影音內容，從主播第三者角度分析，導入似清楚又模糊的產品商標，甚至直接採訪主事者以傳達產品訴求。

新傳媒時代，數位驅動更多的影音產品應用。企業藉由影音製作傳達企業形象、藉由影音作為教育訓練工具、或是藉由影音交流各事業體的業務等。政府單位亦藉影音或多媒體簡介展現施政績效、以多媒體方式保存即將失傳的文化、或藉由影音方式達到國際行銷或招商目的等。一般研究機構或組織藉由影音行銷其研發技術，或是國際結盟，甚者達到計畫順利推動與執行的目的。民間則藉由影音行銷產品或是個人。

傳統類比電視寡占的通路權逐漸失勢，數位平台擴大了影音的應用範圍。不論是個人、企業、政府或是任何機構，現在都能輕易自建影音網了。不論是電視、電腦或是手機，都能見到影音所展現的不同姿態。

The range of video applications is both broad and diverse. Television was originally used for government propaganda, but video has now become a key weapon in many company's marketing arsenal. In the era of traditional media, video works were typically used in a program format to provide entertainment and education to the masses. The dialogue was clear and easy to understand, and was easy for audiences to accept because it closely matched real life situations.

Gradually, programs began to include imbedded products or dialogues with imbedded content designed to achieve a marketing effect.

There is also video content that is produced to look like a news story, with third-party analysis provided by the television anchor, showing an image of the product trademark indirectly or even including a direct interview with a company representative to communicate information about the product.

In the digital media era, the rise of digital media has driven the creation of even more video applications. Businesses use video productions to communicate their corporate image, to educate and train their staff, and to facilitate interaction between a company's different business units.

Governments use video or multimedia introductions to display their achievements, they use multimedia tools to capture and preserve cultures that are in danger of being lost, and they use video as an international marketing tool and to attract outside investment.

Many research organizations use video to promote their R&D results, showcase international alliances, or to highlight projects that have already been successfully implemented. Members of the public use video to market products or individuals.

The power of traditional media like television to dominate distribution channels is gradually fading, and digital platforms have dramatically expanded the scope of video applications.