Abstract: In a display apparatus, an acquisition unit acquires coordinate information associated with a fiducial marker installed in a specific area of a real space and a virtual object including advertisement information, an imaging unit images a real image and the fiducial marker, a self-position specifying unit specifies a self-position from a distance and an angle from the imaged fiducial marker, a state detecting unit detects a distance and an angle of view from the virtual point based on the self-position, a selection unit selects any virtual object existing within an angle of view from the self-position, and a display unit displays a main object of the virtual object existing within the angle of view from the self-position in such a manner that the main object is superimposed on a relative position on the real image and displays a main object and a sub object of the selected virtual object.