Once you've opened the tool, you just drop in the URL from the Windows Marketplace, double check the name of the application, tweak the layout options, and the standard sizes for mobile and desktop browsers will be generated for you.
Of course the big developers will simply add banner advertising as a new line when they commission the artwork, but for everyone else, this is a solution that turns out a good design for very little time and effort, eg the hobby developer who's focus is always on coding and less on marketing.
Perhaps unsurprisingly, Nokia sneak in a logo, and a featured Nokia Lumia handset (both the 710 and 800 are available here in the full range of colours) but for people looking to turn round some banners in as fast a time as possible with a high degree of polish, this is a nifty little tool.
You can have a play around with the tool here.