Even though broadcasting advertising market has been steadily decreasing since 2003, the introduction of virtual advertising and product placement is needed because of audience’s increasing expectation of broadcasting contents, a lack of source due to a change to digital system, and the necessity of increasing advertising effect. Virtual advertising and product placement take effect according to new broadcasting law. The increasing volume of virtual advertising and product placement will be about 30 billion won and 160 billion won respectively. At the same time, there are some problems that should be solved: minimizing the violation of audience’s rights, seeking balanced development between media and supplementing measurement method on advertising effect. In addition, the policy paradigm of advertising industry should be rectified. Various further studies on effect measurement, strategies and creative are expected.