the example you showed is done using flash. the stage size of the main movie should be equal to the 'expanded' size of the banner. there are many ways to do this, i'll try and explain one.
you put one looping movieclip on the 1st frame with a stop(); command. this movieclip shows the banner in the non-expanded state.
then you put a invisible button over the entire stage and put the following actionscript on the invisible button
button.rollOver = function() {
gotoAndPlay (2);
}
so the movie goes and plays from frame 2, which shows the 'expanding' animation. you can use a rollout function to return to the 1st frame.
ofcourse, the flash movie needs to be set to wmode=transparent when it is embedded into an HTML file. hope this helps