디지털 트랜스포메이션 환경에서 광고의 영역 변화에 관한 연구 -광고대행사의 E-커머스 진출 사례를 중심으로-

The purpose of this study is to examine the current trends of advertising agencies entering E-commerce in accordance with the paradigm change due to the digital transformation environment, and to look at the implications of future advertising fields and production. Through literature research, this paper examined the definition of advertising and the digital transformation environment and investigated changes in E-commerce. 11 articles were collected using the Korea Press Foundation's news big data analysis system, BigKind, and analyzed by categorizing E-commerce entry cases into 'platform type', 'collaboration type', and 'brand launch type'. There are three types of features. The collaborative type is when an advertising agency creates a rebranding and advertising campaign of existing products through joint ventures with manufacturing companies. The platform type is a case in which an advertising agency develops an e-commerce platform and uses it as a product sales and media. The brand launch type is a case in which an advertising agency directly develops a brand and is directly involved in product planning, distribution, and sales. The implications of these types are as follows. First, as the area of the advertising agency expands, it is necessary to change the perception of the area of the advertisement. Second, it is necessary to create a new advertising production system for convergence with more diverse fields through digital transformation. Third, it is necessary to produce advertisements with more convergent thinking.