I'm just seeing this tonight for the first time (in Internet Explorer).
Ad appears with just a title and an arrow (very clean).
Next, just like an animated gif, the title disappears and is replaced by the description (again, very clean). And finally, a final frame appears with the URL (in fairly large font) (and again, very clean).
This totally animates the content of the text ad and keeps pulling the eye to the ad space. Very clever!
Anyone else seen this? Right now, I'm seeing it with an auto-sized, responsive unit that displays leaderboard-sized ads (728 x 90).
Will watch for this in other browsers as well but so far, I'm only seeing this in IE.
p.s. There's also a new, small arrow element in the upper left-hand corner of the unit (not sure what it's for because I'm not about to click it). This feature shows up after the ad has rotated several time and actually stops. So there's a time element to the animation or a number of sequences limit it seems. Can't help but think this is gonna be an awesome feature if it sticks.
p.p.s. Oh, also seeing the large images in some of these ads anchored to the left. The cool thing about these is that layout it fairly predictable and the large (nessie type) arrow seems to be anchored to the right instead of tied to a position at the end of the title.
