Google's words, not mine; but this is the main focus of the call to action for Google's new display ad builder tool. Having said that, any way that costs can be kept down are worth considering these days. Having tried it, I can, however, say that this is definitely not one of them.
I find the tool itself lacking. No matter how good your design skills the functionality is simply not there to produce ads worthy of any brand I know of. Not surprising then that Google have launched a competition to encourage its use. There is $1,000 of Advertising up for grabs from Google to let them see just how creative advertisers can be using this tool.
The first place winner, based on the creativity of their ad and innovation in using the tool, will win $1,000 in AdWord credit. So if you fancy a go just fill out their entry form. Entries close March 24.