I've been thinking about animated texture maps lately and thought I should play around with it some. My inspiration comes from these two links.
The first one is from the Incredible Hulk movie and I'm not sure if this is a premade animated map or a procedural or a simulation? Any thoughts. Also, what would they use this for? Bloodflow, muscle tension?
The second one is easier. I was thinking about how to acheive this effect and my thoughts would be to first create the color texture without any concern to the animated map, given you might have specific requirements. Then creating a new uv set, laying out the limbs in the direction you want the light to travel. As seen in the clip, the light travels up his torso, but down his legs and arms which would mean his limbs are laid out pointing up, given the ramp travels upwards.
Then by baking the color, or perhaps a black and white image created from the color texture just for this purpose, you'll end up with a texture for the light pattern for this new uv set. Then creating a ramp shader and animating it, acting as a mask would produce the effect of light that travels along his suit.