Display apparatus and control method thereof

A display apparatus comprising:

• 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 communicate with servers respectively providing services related to the content, the services respectively having identifiers;
• and
• a controller configured to:
• control the display to display, over the displayed content image, a keyword with a first identifier of a first service among the identifiers of the services, the first identifier being in a first category of services among categories of the services comprising at least one among a video on demand service, a content search service, a social networking service, and commerce;
• control the display to change the displayed first identifier to a second identifier of a second service among the identifiers of the services, in response to a first user input for changing an identifier of a service, the second identifier being in the first category of services, and the first user input comprising one among a right instruction and a left instruction;
• control the display to change the first category to a second category of services among the categories of the services, and change the displayed first identifier to a third identifier of a third service among the identifiers of the services, in response to a second user input for changing a category of services, the third identifier being in the second category of services, and the second user input comprising one among an up instruction and a down instruction;
• and
• control the communicator to transmit the displayed keyword to a server, among the servers, providing a service corresponding to one among the first identifier, the second identifier, and the third identifier that is displayed, and receive the service, in response to a third user input for selecting an identifier of a service.