Online Traffic Management – A12 Veenendaal / Grijsoord

Period: May – June 2025
Client: Rijkswaterstaat

To keep road users well informed about the planned roadworks on the A12 between Veenendaal and Grijsoord, TripService carried out a targeted Online Traffic Management campaign on behalf of Rijkswaterstaat. This approach ensured that road users were not only informed well in advance but also received accurate updates during the works.

Digital campaign across multiple channels

For this project, a mix of online channels was used to reach a broad audience, including:

• Spotify Takeovers, allowing us to reach listeners in a relevant and engaging way.
• Meta (Facebook and Instagram), to inform local audiences in a targeted manner.
• Google Display, providing broad visibility among drivers in the region.

By combining these platforms, we were able to increase both reach and engagement, efficiently informing road users about the works.

Results and reporting

The campaign ran from 30 May to 12 June 2025, ahead of the roadworks. The detailed campaign report presents insights into:

• the total campaign reach,
• the click behaviour of the target audience,
• and the locations where the ads were displayed.

These insights not only support evaluation but also serve as valuable input for future infrastructure communication projects.

Real-time traffic information

In addition to online campaigns, TripService actively contributed to traffic information in navigation apps such as Waze and Google Maps. This allowed road users to see in real time where works were taking place and where delays could be expected.
As a result, disruption was kept to a minimum and traffic flow on the A12 between Veenendaal and Grijsoord was maintained as smoothly as possible.

Working together for smarter mobility

This project demonstrates how Online Traffic Management can help improve traffic flow and support the efficient execution of infrastructure projects. Contact us to find out how we can apply this approach to your project.

Discover more projects

• Learn more about our Online Traffic Management campaign for the A20
  
• Or see how we informed drivers during the roadworks on the N99 (Kooybrug)