Glassesdirect has launched a £2 million (€2.8m-$2.9m) TV campaign in the U.K. to encourage online sales. Only 5 percent of prescription eyewear is currently bought online, as compared to up to 20 percent for other retail categories, the company said. The campaign involves all Sky channels as well as other broadcasters like Fox, CBS, Discovery and Viacom. The move by the U.K.-based online retailer is part of a major marketing expansion program, which has seen a website rebranding and the appointment of a new group chief marketing officer over the past three months.