Advertisement blindness is a general term that refers to people’s tendency to automatically and unconsciously ignore advertisements. The phenomenon was originally identified in banner ads, then later in text and native ads on websites. Today, social media is an effective tool for advertisers, yet research investigating users’ interaction habits with social media ads in mobile applications is unexplored. This study expands the ad blindness concept to mobile social media apps, examining its presence and whether target position has an influence. To test these questions, we used a search task where participants browsed a mock scrollable Facebook news feed and identified posts that fit certain semantic categories. The study found that participants had higher accuracy in content posts than in ad posts, also ad avoidance was prevalent in the last third of the news feed. Overall, these results revealed the first evidence of ad blindness on social media mobile applications.