To drive safely and comfortably, an adequate contrast between the road surface and road markings is needed. This contrast can be improved by using optimized road illumination designs and luminaires with dedicated luminous intensity distributions, taking advantage of the (retro)reflective characteristics of the road surface and road markings. Since little is known about road markings' (retro)reflective characteristics for the incident and viewing angles relevant for street luminaires, bidirectional reflectance distribution function (BRDF)-values of some retroreflective materials are measured for a wide range of illumination and viewing angles using a luminance camera in a commercial near-field goniophotometer setup. The experimental data are fitted to a new and optimized "RetroPhong" model, which shows good agreement with the data [root mean squared error (R M S E)<0.13, normalized root mean squared error (N R M S E)<0.04, and the normalized cross correlation ratio (N C C)>0.8]. The RetroPhong model is benchmarked with other relevant (retro)reflective BRDF models, and the results suggest that the RetroPhong model is most suitable for the current set of samples and measurement conditions.