I think your basing all of this on your perception on where your at this point.
I can tell you from my experience HTML5 animated ads is where its at. Whenever I see ads by Amex, Microsoft, T-Mobile, Sprint, Verizon, Best Buy, Honda, Chrysler, Toyota, Dodge… they all embarce HTML5 animations and majority of them are done with greensock js libraries. The unfortunate part is, I’ve yet to see hype ads out there even though I’m a hype user, this is when looking at the source code.
Also I see there’s a huge trend ads as videos.
I have a whole library of saved ads by the big guys If you want can share with you in a zip file they’re just bookmarks, some of them are very clever.