This paper presents the results of the assessment phase of the project PRIMA (Pro-Active Incident Management), where the benefits, costs and risks of novel traffic incident management techniques are investigated. The project targets the enhancement of current state-of-the-art measures for handling incidents, i.e. road accidents, breakdowns and congestion, by recommending proactive techniques. To this end, modern technologies such as eCall, C2X or xFCD are assessed in terms of their potential to optimize the overall incident duration and response. Results are derived from a scenario-based assessment methodology involving macroscopic traffic simulations, traffic performance calculations and cost-benefit analysis. The work presented in this paper is being followed up by the development of practical guidelines and recommendations for traffic managers of motorways and primary roads.