Flip books are a novelty item. They are not really books as such, just a non-film method of animation. One GIF, video or MPNG is equivalent to a flip book.
And yes, video or a gif that can't be stopped on a web page you are reading is evil and extremely annoying!
I think epub3 supports animated gifs, it certainly supports video, animation and interaction, but then few devices will play it.
An app is easier to publish. Amazon has over 90% of English language ebooks and normal kindle formats won't support it. Regular ebooks published as ebooks via the main channels don't support animation.
Either you are doing- A novel
- A text book
- An Audio book
- A mixed text and stills
- Some kind of graphic novel
- A video/movie
- A interactive multimedia system
- A game
A novel with animation or video doesn't work.
The odd animation might work in a text book.