Most of our readers are familiar with adsense and the same ads does not generate well, new things will refresh their mind and CTR will come accordingly
As far as I knew, you need to have more 25 millions pageviews /month to apply for premium adsense publisher, previously it was 20 millions
I saw it on another site a few days ago and I thought it was some kind of error or messing with the code. It sure does look like a cool ad!
I guess they are testing this type of format. But, I highly doubt this would have a major impact on CTR.
I love it and surely that no one knows what exactly this can affect CTR but, it can best fit with our content