The average web page...
....is 1.3mb? Is it? I show El Reg at around 260kb, YouTube around 500kb and b3ta waddles in at around 1.5mb. And 1.3mb is the *average*?
Even if that were true, your browser does not download the entire page every time (unless you force it), it only downloads the changes. So after the first 1.3mb spurt into your cache, the next updates will be a few kb here and there, making 100kb a significant overhead.
Anyway, the average appears to be nearer 320kb (http://code.google.com/speed/articles/web-metrics.html) and probably around the 500kb mark (http://techattitude.com/internet/average-webpage-size-increased-five-folds-since-2003/). So that ad size increase of 60kb just bloated your page size by about 10=>20%. Nice.
I think that Mr. McDonald is full of a metric-fuck-tonne of crap.
Run something like Privoxy to kill ads at source. And if that is too much hassle, use NoScript, Flashblock and AdBlock to kill them one the page. If they had not made their ads so annoying, I would not feel compelled to block them. They only have themselves to blame.
What kind of advertising works? Getting the product right. I don't recall ever seeing an advert for Edimax, but their cards were reported to work well. I plugged one it, it worked perfectly. Then Edimax added offical support for Linux. I will now go to Edimax first when I need network trickery. Why? Ronseal principle. No bullshit, no bling, just get the effin' job done.