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Sales and advertising expense | 12 Months Ended
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Dec. 31, 2020
Sales and advertising expense |
Sales and advertising expense | 23 Sales and advertising expense Sales and advertising expense is comprised of the following: ​
​ | ​ | ​ | ​ | ​ | ​ | ​
​ | ​ | For the year ended December 31,
In thousands of EUR | ​ | 2018 |  | 2019 |  | 2020
Staff costs | ​ | 5,830 | ​ | 8,183 | ​ | 8,514
Advertising campaigns | ​ | 36,192 | ​ | 43,156 | ​ | 21,697
Selling expenses | ​ | 3,994 | ​ | 4,680 | ​ | 2,261
Sales and advertising expense | ​ | 46,016 | ​ | 56,019 | ​ | 32,472
​ ​ The reduction registered in the Sales and advertising expense during 2020, is primarily due to continued enhancements to our performance marketing strategy across search and social media channels, including through more granular segmentation of our target market with differentiated campaigns and content for each segment.

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