Vehicular networks are drawing the attention of both research community and automotive industry because they provide intelligent transportation systems as well as drivers and passengers' assistant services. However, the industrialization of such networks faces a number of challenges, in particular, the high cost of the infrastructure to deploy. To overcome this problem, an effective solution is to rely on cooperative vehicle-to-vehicle communication to minimize the deployed infrastructure. Because a large number of cooperative vehicle-to-vehicle applications are broadcasting by nature, we proposed an efficient dissemination protocol: Road-Oriented Dissemination (ROD). ROD consists in two modules: (i) Optimized Distance Defer Transfer Module and (ii) Store-and-Forward Module. We compare our protocol with other dissemination protocols and analyze its performance by simulations, on-road tests and analytically. Performance study shows interesting results of ROD compared with the other existing solutions. ROD is able to provide a low end-to-end delay, high delivery ratios, and a minimum bandwidth usage because only a limited number of vehicles are involved in the broadcast scheme.