How to Create Interactive PDF in InDesign / Publish Online

The only "interactions" I [personally] would use in a PDF are form fields and buttons. Everything else can be problematic as most of them depended on the new-dead Flash to work properly.

The ID interactive features are best in EPUBs and the Publish Online. 

Some notes:

• Interactive PDF and Publish Online are separate files/formats
• You export to create an interactive PDF, you publish to create a publish online file
• You choose a local destination(s) to save PDF file,  Publish Online creates a proprietary file on Adobe servers
• Publish Online files can be shared with link
• Publish Online files can appear on website with iframe code, although still remains a proprietary file on Adobe servers
• A Publish online document can provide user the ability to download a PDF, but this PDF is not interactive
• The Indesign document that exports an Interactive PDF and publishs a Publish Online file can share some, but not all interactive features
• Animation features will not be seen in an interactive PDF, but will be visible in Publish Online files like the samples you shared
• The five days file most likely is using an add-on to create the scrolling motion effect
• Morisawa file animation appears as though it is accomplished within Indesign

Publish Online has no relation to PDF. This feature publishes an online version of your InDesign document.