I would venture to say that the relentless push to move as much as possible to the client has much more impact on battery life than the handful of ads we typically see.
Every measurement (not many) I've seen suggest that screen (size/resolution) and network are the main culprits, outside of very intense CPU/GPU client (e.g. games). I don't think I've seen a really good analysis, though, so would be interested if you've got a reference.