Predictions for 2009 from Ad Age's Michael Learmonth

The summary:

1. Current media buyers have an over-supply of inventory to buy from, thus the underbrush that will be cleared out as a result of the downturn will enable better buying decisions for the market as a whole.
2. Exclusive, unique content will continue to be king; distribution details will play a role in determining who stays afload and stays profitable
3. Big Media companies in an advantageous position because they have desirable content, though they won't be able to achieve the same reach as television.
4. Expects small but substantial shift of TV ads to online video; YouTube will sign distribution deals with content providers.
5. Value of UGC will remain unclear in 2009 due to potentially harfmul impacts of negative brand association.