B2B Advertising Costs in Japan (2026): ITmedia, Nikkei and Other Publishers
Rate card prices for leads, seminars, sponsored articles and display ads.
B2B leads from Japanese tech publishers list at ¥4,000 to ¥40,000 each (about USD 27 to 267). ITmedia charges ¥4,000 to ¥26,000 per content syndication lead and up to ¥40,000 when it phones your targets. Nikkei BP starts at ¥15,000 per lead. Mynavi's phone-verified leads start at ¥20,000 plus targeting add-ons. Minimum orders for lead programs range from ¥500,000 to ¥1,160,000. The narrower your target, the higher the price per lead. Figures come from publisher rate cards, most dated October 2025 to October 2026, and exclude 10% consumption tax.
Last updated: 2026-10. Prices are publishers' list prices from their rate cards; quotes vary by targeting and volume. USD is approximate at ¥150.
Two Nikkei names appear on this page. Nikkei BP publishes Nikkei Business and Nikkei xTECH and sells the lead generation below. Nikkei is the Nikkei newspaper (Nikkei Inc.), whose digital edition sells the display ads below.
Our Tokyo team replies within 1 business day.
Lead generation and content syndication
In content syndication, you receive the name, company, department and title of each member who downloads your whitepaper. In telemarketing, ITmedia or Mynavi phones a target list and passes on people who agree to be contacted.
| Publisher | Product | Price per lead | Base fee and minimum | Audience note | Rate card date or period |
|---|---|---|---|---|---|
| ITmedia | Content syndication (LeadGen Segment) | ¥4,000 to ¥26,000 (USD 27 to 173) | ¥100,000 base; ¥500,000 minimum | 1.36M members; 39.2% in IT roles | Dated Oct 2025 |
| ITmedia | Telemarketing (LeadGen Prime) | ¥30,000 to ¥40,000 (USD 200 to 267) | ¥200,000 initial fee; ¥800,000 minimum | Named company lists possible | Dated Dec 2025 |
| ITmedia | Theme telemarketing | ¥25,000 (30 leads for ¥750,000) | Fixed package | Each lead goes to up to 3 sponsors | Program for Feb to Sep 2026 |
| Nikkei BP | Whitepaper or video (Nikkei Business) | From ¥15,000 (USD 100) | ¥600,000 minimum (40 leads) | Filters by title, function, company size | Dated Jan 2026 |
| Mynavi | TECH+ telemarketing | ¥20,000 base (USD 133) plus add-ons | 40 leads for ¥1,000,000, incl. ¥200,000 initial fee | IT departments, 150+ staff | Date not printed |
| Mynavi | TECH+ ABM, your list only | ¥24,000 base (USD 160) plus add-ons | 40 leads for ¥1,160,000, incl. ¥200,000 initial fee | List must use Japanese legal names | Dated Mar 2026 |
| Peatix | Whitepaper download | ¥7,000 to ¥20,000 (USD 47 to 133) | None printed | No title or industry filter | Date not printed |
Across our own campaigns from 2022 to 2026, we paid about USD 55 to 200 per lead, as reported in our post Does Content Syndication Work in Japan?.
Seminar and webinar registration
ITmedia charges per registration, plus a ¥50,000 base fee, with a ¥500,000 minimum including the base (seminar guide dated March 2026). The earlier you order, the lower the price. Offline events must be in Tokyo's 23 wards, and offline and hybrid events take no audience filter.
| ITmedia format and filter, price per registration | 40 business days ahead | 30 business days ahead | 20 business days ahead |
|---|---|---|---|
| Online, no filter | ¥13,000 | ¥15,000 | ¥20,000 |
| Online, companies with 100+ staff | ¥19,500 | ¥22,500 | ¥30,000 |
| Online, end-user companies | ¥22,000 | ¥26,500 | ¥35,000 |
| Online, IT roles or revenue ¥10 billion+ | ¥26,000 | ¥30,000 | ¥40,000 |
| Offline | Not listed | ¥35,000 | Not listed |
| Hybrid | Not listed | ¥20,000 | ¥30,000 |
Sponsored articles
At ITmedia and Nikkei BP, the publisher's own team writes the article after interviewing you.
| Publisher | Product | Price | Minimum | Audience note | Rate card date or period |
|---|---|---|---|---|---|
| ITmedia | Tie-up article, page-view guarantee | ¥1,850,000 per 5,000 page views (USD 12,300) | From ¥1,000,000 | Report lists viewing companies | Dated Oct 2025 |
| ITmedia | Tie-up article, 1 month on engineering titles | ¥1,300,000 | ¥1,300,000 | MONOist, EE Times Japan and others | Dated Oct 2025 |
| Nikkei BP | Lead generation tie-up | ¥2,000,000 for 100 leads (USD 13,300) | ¥2,000,000 | Readers register to read page 2 | Dated Jan 2026 |
ITmedia's page-view guarantee works out to ¥370 per page view.
Display and click-based ads
| Publisher | Product | Price | Minimum | Audience note | Rate card date or period |
|---|---|---|---|---|---|
| ITmedia | Targeted display (TechTarget Japan, @IT and others) | ¥3.0 to ¥6.0 per impression | ¥100,000 | Filters by industry, size, role, region | Dated Apr 2026 |
| ITmedia | Click guarantee | ¥400 per click (2,500 clicks for ¥1,000,000); ¥500 per click with behavioral targeting | ¥500,000 | About 4 weeks for ¥1,000,000 | Dated May 2026 |
| Nikkei | Run of NIKKEI rectangle | ¥1.0 per impression | ¥500,000 | 1.06M paying members | Valid Oct to Dec 2026 |
| Nikkei | Targeted: 1,000+ staff, department head and above | ¥2.0 per impression | ¥500,000 per segment | Large-company executives | Valid Oct to Dec 2026 |
| Nikkei | Targeted: executives, corporate planning and IT roles | ¥1.5 per impression | ¥500,000 per segment | Nikkei's IT purchase package | Valid Oct to Dec 2026 |
What changes the price in Japan
ITmedia prices each content syndication lead by the share of its members who match your filters (lead generation guide dated October 2025). In each band, the lower price is for products such as AI, RPA and networking, and the higher price is for network security, CRM and data analytics.
| Share of ITmedia members matching your filters | Price per lead |
|---|---|
| 80% or more | ¥4,000 to ¥6,000 |
| 60 to 80% | ¥6,000 to ¥8,000 |
| 50 to 60% | ¥7,000 to ¥10,000 |
| 40 to 50% | ¥8,000 to ¥12,000 |
| 30 to 40% | ¥13,000 to ¥20,000 |
| 20 to 30% | ¥17,000 to ¥23,000 |
| 10 to 20% | ¥20,000 to ¥26,000 |
| Under 10% | Quote on request |
The same ITmedia guide puts 39.2% of members in IT roles. Nikkei's media guide, valid October to December 2026, puts information systems staff at 4% of paying members (profile data from July 2026). The same guide shows 55% of them working at companies with 1,000 or more employees. Targeting IT roles in Nikkei display costs 150% of the base rate.
A high IT share can also mean many IT vendors and system integrators, including your competitors and resellers. In the ITmedia guide, 41.4% of members work in IT-related industries. ZDNET Japan, an IT news site, has 47.2% of members in IT roles and 53.3% working in IT services. Those two figures come from LG-GROWTH, a Target Media site that publishes member data for Japanese B2B media (data as of October 2024).
For firms with 1,000+ employees, Mynavi adds ¥6,000 per lead to its ¥20,000 telemarketing base. For sales departments, it adds ¥8,000. Mynavi's own worked example comes to ¥26,000 (rate card, date not printed):
- ¥20,000 base
- minus ¥1,000 for firms with 150 to 499 employees
- plus ¥2,000 to call incorporated companies only (kabushiki or yugen kaisha)
- plus ¥4,000 for corporate planning departments
- plus ¥1,000 for a security product
Nikkei charges 120% of list for display ads running 1 March to 1 April 2027. ITmedia's lead generation guide warns that campaigns spanning Golden Week, the summer holidays or New Year take longer to fill.
Recent quotes compared with the rate cards
In October 2026, ITmedia quoted a software vendor ¥26,000 per content syndication lead (IT roles at companies with 300+ employees) plus the ¥100,000 base fee. That is the highest price printed on the card, for the most expensive product category with a narrow target. For a webinar, ITmedia quoted ¥30,000 per registration from IT roles plus the ¥50,000 base, the card's rate for ordering 30 business days ahead.
In September 2026, Mynavi quoted a software vendor ¥30,000 per telemarketing lead plus a ¥200,000 setup fee for 40 leads, against a printed base of ¥20,000 before add-ons.
How we run publisher programs in Japan
Since 2022 we have bought lead generation from Japanese publishers for overseas software and security vendors. We pick the publisher based on your target share and prepare the Japanese assets each requires (Nikkei BP rejects flyers and 1 to 2 page documents). We check delivered leads within each publisher's claim window, the period for returning invalid leads, and report in English. For the cultural side of ads in Japan, see Japanese advertising.
Send us your target and budget
Our Tokyo team replies within 1 business day.
FAQ
Is there a minimum spend?
Yes, almost every program has one:
- ITmedia content syndication: ¥500,000, including the ¥100,000 base fee
- Nikkei BP whitepaper leads: ¥600,000 (40 leads)
- ITmedia telemarketing: ¥800,000
- Mynavi telemarketing: ¥1,000,000 for the 40-lead plan
ITmedia seminar recruitment also starts at ¥500,000, and its targeted display at ¥100,000.
Can I target by job title?
Yes, at ITmedia and Nikkei BP. Both filter content syndication leads by title level, job function, industry, company size and region. ITmedia's online seminars take four filters (100+ staff, end-user companies, IT roles, revenue ¥10 billion+), and its offline or hybrid events take none. Peatix does not filter by title.
Are the leads exclusive to us?
Not always. In ITmedia's theme telemarketing, each lead goes to up to 3 sponsors of the same theme. In ITmedia LeadGen Prime, each lead can agree to contact from your company and one more company you add, at no extra charge. At Mynavi, adding a second company, such as a joint-campaign partner, costs ¥4,000 more per lead. The content syndication rate cards do not say whether a download is shared.
How fast do leads arrive?
Plan for two to four months. ITmedia needs 2 weeks to 1 month of setup, then about 2 to 3 months of delivery, with leads downloadable daily. Nikkei BP plans about 12 weeks. Mynavi aims to finish within 8 weeks of the first call.
Can I exclude competitors and partners?
Yes, within limits. ITmedia content syndication excludes named companies and leads you received in the past 6 months. ITmedia seminars exclude up to 5 competitors, and the registration page must then say seats are allocated by lottery. Nikkei BP excludes up to 10 competitor domains free.
Plan your Japan media budget with us
Our Tokyo team replies within 1 business day.