Disclosed are a display apparatus and a control method thereof, the display apparatus including: a signal receiver configured to receive a video signal; a signal processor configured to process the received video signal; a display configured to display a first image based on the processed video signal; and a controller configured to control the signal processor to increase grayscale of the video signal corresponding to the first image if ambient illumination is equal to or higher than an illumination threshold and grayscale of the first image is equal to or lower than a first grayscale threshold, and to control the display to display a second image based on a video signal increased in the grayscale. Thus, it is possible to minimize and/or reduce glare due to optical reflectivity.