A display apparatus comprising: a communicator; a display; and a processor configured to: receive a content signal through the communicator, obtain a plurality of content frames based on the received content signal, and control the display to display the plurality of content frames, wherein the processor is further configured to: identify a type of the plurality of content frames, and based on identifying the plurality of content frames as a predetermined type of content, control the display to display the plurality of content frames identified as the predetermined type, and a plurality of identification frames including a predetermined image, wherein the predetermined image is an image for identifying an area that corresponds to the display in a photographed image including the display and signals a presence of the predetermined type of content, and wherein the processor is further configured to obtain a number of the plurality of identification frames based on a frame rate of the plurality of content frames. a communicator; a display; and a processor configured to: receive a content signal through the communicator, obtain a plurality of content frames based on the received content signal, and control the display to display the plurality of content frames, wherein the processor is further configured to: identify a type of the plurality of content frames, and based on identifying the plurality of content frames as a predetermined type of content, control the display to display the plurality of content frames identified as the predetermined type, and a plurality of identification frames including a predetermined image, wherein the predetermined image is an image for identifying an area that corresponds to the display in a photographed image including the display and signals a presence of the predetermined type of content, and wherein the processor is further configured to obtain a number of the plurality of identification frames based on a frame rate of the plurality of content frames. receive a content signal through the communicator, obtain a plurality of content frames based on the received content signal, and control the display to display the plurality of content frames, wherein the processor is further configured to: identify a type of the plurality of content frames, and based on identifying the plurality of content frames as a predetermined type of content, control the display to display the plurality of content frames identified as the predetermined type, and a plurality of identification frames including a predetermined image, wherein the predetermined image is an image for identifying an area that corresponds to the display in a photographed image including the display and signals a presence of the predetermined type of content, and wherein the processor is further configured to obtain a number of the plurality of identification frames based on a frame rate of the plurality of content frames. identify a type of the plurality of content frames, and based on identifying the plurality of content frames as a predetermined type of content, control the display to display the plurality of content frames identified as the predetermined type, and a plurality of identification frames including a predetermined image, wherein the predetermined image is an image for identifying an area that corresponds to the display in a photographed image including the display and signals a presence of the predetermined type of content, and wherein the processor is further configured to obtain a number of the plurality of identification frames based on a frame rate of the plurality of content frames.