A display apparatus is provided. The display apparatus includes a signal reception configured to receive an image signal of content; a signal processor configured to process the image signal received by the signal reception according to a preset image processing process; a display configured to display a content image based on the image signal processed by the signal processor; a communicator configured to with a plurality of servers respectively providing a plurality of services related to the content; and a controller configured to display a keyword over the content image which is related to the content image displayed on the display, changing identifiers of the services related to the content on the display based on a preset user input with respect to the keyword being displayed, and being provided with the service related to the content based on the keyword from a server which corresponds to a selected identifier through selective input of the identifiers.