The growth in individuals' use of mobile phones has been linked to increased advertisers' spending on this medium, which achieves many marketing advantages, such as speed, effectiveness, and the ability to reach target audiences with high accuracy. The current study attempts to shed light on the research contributions associated with the use of artificial intelligence technologies in the management, production, and design of mobile advertisements. The current study belongs to Meta-Analysis Studies, which relies on reviewing studies related to a specific topic, then dividing and analyzing them according to several criteria determined by the researcher and in accordance with the objectives of the study. The study data was collected in the period from 2018 to 2024, and this period extended to (7) years. The study came out with many results, the most prominent of which is the existence of three research trends related to the use of artificial intelligence technologies in mobile advertising. The first trend included studies that focused on the potential benefits of employing artificial intelligence technologies in supporting the process targeting audience. The second trend included studies that focused on mobile phone advertising classifications and the growth of spending on specific types in light of the expansion in the use of artificial intelligence technologies. The third trend included the challenges of employing artificial intelligence technologies in mobile advertising, as the developments and technologies provided by artificial intelligence were associated with several technical, marketing and ethical challenges.
Diab, A. A. S. (2024). Research Trends in the Use of Artificial Intelligence Technologies in Mobile Advertisements. The Egyptian Journal of Media Research, 2024(89), 161-191. doi: 10.21608/ejsc.2024.390337
MLA
Ahmed Abdel Salam Diab. "Research Trends in the Use of Artificial Intelligence Technologies in Mobile Advertisements", The Egyptian Journal of Media Research, 2024, 89, 2024, 161-191. doi: 10.21608/ejsc.2024.390337
HARVARD
Diab, A. A. S. (2024). 'Research Trends in the Use of Artificial Intelligence Technologies in Mobile Advertisements', The Egyptian Journal of Media Research, 2024(89), pp. 161-191. doi: 10.21608/ejsc.2024.390337
VANCOUVER
Diab, A. A. S. Research Trends in the Use of Artificial Intelligence Technologies in Mobile Advertisements. The Egyptian Journal of Media Research, 2024; 2024(89): 161-191. doi: 10.21608/ejsc.2024.390337