Watergoorsesteeg A28
Period: 7 February to 6 March 2026
Client: Rijkswaterstaat
Providing road users with timely information during weekend closures
During the works on the Watergoorsesteeg on the A28, between the Hoevelaken junction and Nijkerk, several weekend closures were planned. To minimise traffic disruption as much as possible, it is important that road users know well in advance what to expect. Using Online Traffic Management (OTM), we supported Rijkswaterstaat in providing timely information and warnings to road users, enabling them to plan their journeys and make adjustments where necessary.
To achieve this, we utilised a combination of online communication channels and navigation platforms. Through Waze and Google Maps, we ensured that up-to-date traffic information was immediately visible in the navigation systems. In addition, users of Waze and Flitsmeister received targeted notifications about the roadworks and closures. We also utilised Meta (Facebook and Instagram), Google Display, Spotify and Online Radio to reach road users at different times and via different devices. Thanks to this cross-media approach, the messages were optimally tailored to the target audience and the time of travel.
Millions of road users reached through targeted communication
By cleverly combining the various communication channels, the campaign achieved a total reach of over 4.9 million impressions. The results per channel were impressive:
- Waze: 13.000 notifications
- Flitsmeister: 114.000 notifications
- Online Radio: 50,000 audio ad plays
- Meta (Facebook & Instagram): 1.6 million impressions
- Google Display: 2.9 million impressions
- Spotify: 148,000 impressions
By using geofencing, postcode targeting and interest-based advertising, road users were reached at relevant moments with up-to-date information about the roadworks.
Insight into the impact on travel behaviour
Once the works had been completed, Rijkswaterstaat conducted a survey of 415 road users to evaluate the effectiveness of the communication. The results show that the campaign did indeed contribute to better preparation and more informed travel behaviour.
For example, 69.4% of respondents stated that they were already aware of the works in advance. Most road users received this information via the digital information boards along the road, but sat-nav systems and online communication channels also played an important role. Furthermore, it emerged that some road users did in fact adjust their travel behaviour by choosing a different route or travelling at a different time.
Rijkswaterstaat’s communication was rated 6.0 on average. It was also striking that 97.3% of respondents considered it a good initiative that their opinion had been sought. The survey thus not only provided valuable insights for the evaluation of this project, but also offered starting points for further optimising future communication campaigns.
With this campaign, Rijkswaterstaat is demonstrating that Online Traffic Management goes far beyond simply providing information. By cleverly combining traffic information, digital communication and navigation platforms, road users are not only reached but also encouraged to make informed travel choices. In this way, we can work together to improve traffic flow and reduce traffic disruption during infrastructure works.
Would you like to find out what Online Traffic Management can do for your project?
We’d be happy to work with you to find a suitable approach.
